Barista scribbles take the main stage in Starbuck’s latest ad
effort across Europe, the Middle East and Africa (EMEA).
Earlier this month, the brand rolled out its Drawn Together” holiday work, created by Anomaly, which is a continuation of the
ongoing global “Back to Starbucks” campaign.
The creative “carries forward a renewed focus on what makes Starbucks coffeehouses special and welcoming – handcrafted
coffee and the small moments of human connection that happen one cup at a time,” according to the brand.
Starbuck’s tradition of handwriting customers’ names on its cups
serves as the inspiration for the new TV, digital, social and OOH work. In the :60 spot, seen here, a barista draws a small doodle of a man on
a red cup. The doodle suddenly becomes animated and, looking around, spies doodle of a woman on another nearby cup. Set against the Proclaimer’s song “I’m Gonna Be (500
Miles),” the two doodles then jump from cup to cup, attempting to stay close to one another as other orders pile up around them.
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The spot ends with the super, “Together is the best
place to be.”
“Drawn Together is all about those small, thoughtful gestures—a handcrafted coffee, a festive doodle on a red cup—that can spark meaningful
connections,” says Esther van Onselen, vice president brand & customer experience, Starbucks EMEA, in a release.
The brand tapped multidisciplinary artist Geoff McFetridge for
the campaign, who is known for his work on such films as “Where the Wild Things Are” and “Her.”
Brightly lit with Christmas lights, the OOH ads appear on Jamestown Road
in London and at The Hare & Hounds in Manchester, among other locations. Digital and social efforts will run across select EMEA markets, including Türkiye, Portugal, Spain, Azerbaijan and
France.