starbucks hype girl

There’s strategy behind this (included below) but THIS IS REALLY JUST A 30-SECOND AD I’M PROUD OF.

PROBLEM: STARBUCKS IS SLEEPING ON GEN-Z

Even though Gen-Z drinks more coffee than any other generation (Mintel), Starbucks has almost no ads that embrace Zoomers’ style and sensibility.

INSIGHT:
COFFEE MANIFESTS COOL

Posting a photo while holding a coffee says the photo is candid and casual (even if it’s not), and the subject is driven and in control (even if they’re not). Effortlessly in control is the definition of cool, so, coffee is a way for people to manifest coolness.

STRATEGY:
YOUR #1 HYPE GIRL

Position Starbucks, via their iconic Siren logo, as the "#1 Hype Girl" for anyone manifesting coolness with a coffee in their hand.

EXECUTION:
STREETWEAR PIC STITCH

We exclusively used found photos and videos from TikTok and Instagram*, leaning heavily on streetwear influencers. Then we stitched those posts together to the beat of "Intimidated" by Kaytranada (feat. H.E.R.).

*No b-roll was used in the making of this ad.