In 2015, my art director Elly Rennie and I worked on Coke's Barista Bros new Double Espresso product launch. The campaign included OOH, digital, radio and social.
The challenge was to to launch the product while incorporating the previous tagline of 'Approved by those who know', without referencing the past assets that had relied heavily on South American stereotypes. We had to figure out who were the people who knew coffee best while hero-ing the great taste of the product. Who could possibly know coffee better than coffee growers or baristas?
While in the end the client chose a purely product-based idea, we were really proud of the concepts we came up with.