Starbucks Brazil was in need of a holiday campaign. The proposal here was an unique way to interact with the local community, keeping in mind sales and cultural aspects through social media usage.
The concept behind the campaign was "Starbucks' A Cup of Secret Cheer". It proposed the use of the holiday-friendly game Secret Santa, or "amigo secreto" in Portuguese, to allow customers to purchase a gift for their friends, and secretly gift them with the aid of a social media platform. The campaign used the idea that the international brand needs to adapt itself into a new, local environment through the use of culturally-involved strategies and activities.
This project was part of a Live Brief competition for AAF and won second place. ★
Co-AD's: Fernanda Da Silva, Sebastián Dávila & Svitlana Kyfiak