To launch Starbucks’ new Green Initiative, we set out to demonstrate the power of people coming together. Our goal was to show how each individual’s small action can add up to create an amazingly big impact.
On March 18 – 19 in New York, we created a massive event where thousands of New Yorkers traded in their paper cups for reusable mugs. Artists used the individual paper cups to create a giant mosaic image of a sequoia three – representing the vast number of trees we can save if we all made one small change.
On Facebook, 790,000 fans participated from around the world. And as a result of the documented event, over one million people brought a reusable mug to Starbucks on April 15th. During the event, thousands of people traded in their paper cups for reusable mugs.
Advertising Agency: BBDO New York
Chief Creative Officer: David Lubars
Creative Director: Linda Honan
Art Directors: Kim Haxton, Stuart Matz