Coffee Cup
Café Brazil, Auckland
Issue 1 | July 2008
Agency
DRAFT New Zealand
Creative Team
Rob Banks - Copywriter;Tony Clewett - Art Director;Chris Hunter - Creative Director
Production Team
Trish Drinkwater
Other Credits
Martin Scragg - Senior Account Manager;Fraser Clements @ IDC - Photography
Date
February 2006
Background
After again winning ‘Best Coffee’ in 2006, Café Brazil’s owners wanted to make some noise about it, so they briefed Draft New Zealand on some low budget activity to promote the fact – and to lure coffee fiends away from competitor establishments (such as Starbucks).
Idea
In this grungy, club-saturated, hip part of downtown Auckland, the communication needed to be cheeky, full of attitude and talk to the punters at ‘street level’. A DL flyer just wasn’t going to cut it. So Draft New Zealand dressed numerous rubbish bins for a block either side of Café Brazil as giant takeout coffee cups, complete with giant wooden stirrers. Authentic looking cardboard cup holders featured the message ‘Coffee taste like crap?’ as well as an arrow pointing towards ‘Brazil, K Road’s best’.
By sheer coincidence, one of these specially-dressed trash cans just happened to be located outside a branch of Starbucks. Staff from the star-spangled champion of good coffee failed to see the humour involved – and shredded the offending material before stamping it into the trash can.
Results
The campaign created a storm on viral and advertising sites (see http://commercial-archive.com/129704.php and http://www.screenhead.com/funny//bitter-coffee-174349.php for just two examples).
Target Audience
18 to 35-year-olds who frequent this hip ‘n trendy part of town
Size
Numerous bins were dressed up along a mile or so of downtown Auckland.