Coffehouse juggernaut Starbucks is exploring trials and tribulations of a modern Christmas with its latest seasonal campaign ‘Drink in, Breathe Out’.
The campaign, which was devised in partnership with creative agency TBWA\London, will feature across TV, out-of-home, experiential and digital channels throughout the EMEA region.
According to the brand, the TV spot, which was produced by BlinkInk, positions Starbucks “as a haven to enjoy a momentary escape with loved ones”.
The spot, which is made up of a blend of 2D and 3D animation, follows a stressed-out family man caught in an unrelenting cycle of parties and shopping trips.
During the spot, the man enters a Starbucks, allowing him to find a welcome break from the chaos of the hectic holiday period.
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“Amidst the holiday rush, Starbucks can offer a moment of calm when it’s needed most,” said Starbucks, vice president, marketing and product, Michelle Chin.
“Drink In, Breathe Out is about uplifting the everyday by encouraging more moments of calm amidst the chaos. We want to remind people that we’re a community coffee house where people can pause, reconnect, and share meaningful moments, whether with loved ones or with themselves”.
The campaign will launch alongside the return of the chain’s Christmas menu, which features its flagship Toffee Nut Latte. Other drinks on the menu will include a Gingerbread Cream Iced Chai Tea Latte and Caramel Waffle Cream Iced Latte.
TBWA\London creative director, Lauren Coates added: “The craftsmanship behind this campaign is extraordinary—from the mini red cups and travelator sets to the intricate animation of each character and the realistic Starbucks.
“The blend of 3D, stop-motion, and 2D animation brings a magical, tactile quality that captures the message and call-to-action to Drink In, Breathe Out this holiday”.
