Welcome Back
Overview
In the midst of a global crisis, Starbucks needed a simple, reassuring way to tell their customers “We’re open, and we’re excited to welcome you back.”
Dynamic animation was the perfect way to remind customers that they could place mobile orders through the Starbucks app and let them know that Starbucks was ready to safely welcome them back as stores began to reopen.
We worked with the brand remotely to conceive, develop and launch a full 360 campaign almost overnight– including a TV spot, social content, banners, and point-of-sale communications.
Role
Art direction
Agency
Big Spaceship
Client
Starbucks
Studio
The Mill
Director
Donnie Bauer
Year
2020
Development
Working within lockdown limitations, we remotely collaborated with The Mill to develop an illustration and animation style for use across all channels. This allowed us to create a wide array of content, including social assets and a TV stop, all with no need for a traditional shoot.
Social
To reconnect with customers at home, we took everyday moments that had been disrupted by the pandemic and reimagined them for social. We turned milestones usually celebrated over coffee and transformed them into highly shareable posts for friends, neighbors, teachers, and frontline workers.
Results:Engagement was up, and brand sentiment was more positive than ever– resulting in Starbucks reporting their highest-ever mobile order sales.
