THE GOOD
COFFEE
AGREEMENT
GOOD NEWS
AWARENESS CAMPAIGN ‘22
our
mission
Create a campaign to highlight the problem of child labour in the coffee industry and raise awareness of the ‘GoodCoffeeFoundation’.
Our
SOLUTION
Inspired by the format of historical coffee treaties, we invited our competitors to sign an agreement and commit to ending the industry's biggest problem, child labour. Thus, we changed the coffee industry once and for all. Our claim: ”Let’s change coffee for good".
Creative Direction by Carlota Serra Cabré and film produced with Kinki Factory and directed by Pedro Trivino and Guillermo Aliaga.
STAGE I
·
STAGE I ·
We filled the streets with bad news linked to the coffee industry.
We plastered the walls with posters and handed out a newspaper edition with a surprising take on a brand that usually delivers good news: ‘Bad News’.
STAGE II
·
STAGE II ·
the Film
With our campaign, we raised awareness of child labour in the coffee industry and invited major companies to sign ‘The Good Coffee Agreement.’
We created ‘The Good Coffee Agreement’, with full terms and conditions.
STAGE iii
·
STAGE iii ·
We blitzed the cities of Madrid and Barcelona again and invited our competitors to sign the agreement.
That same week, we invited our competitors to sit down and talk.
Hundreds of citizens approached us to find out more about the campaign and check out the agreement.
