STARBUCKS COFFEE
GLOBAL RETAIL HOLIDAY CAMPAIGN

ASSOCIATE CREATIVE DIRECTOR

Every November, Starbucks launches their Global Holiday Campaign. Working 2 years to 18 months in advance,
each Holiday Campaign is a deep cross-functional collaboration across the creative, marketing, product and coffee departments. The creative strategy here is simple: Tap into the emotional pull of familiar holiday traditions that customers know and love, while giving them something joyful and new to get excited about. To position the brand
and the holiday products as the catalyst into that holiday joy, tradition and product trial.
The Red Cup being the ultimate beacon that the Holidays have arrived.

CONCEPT NARRATIVE + CAMPAIGN TAGLINE
A gorgeous burst of eye candy. A tiny lantern in the form of a coffee cup. An affirmation that everything is going
to be ok. Left or right. Win or lose. All are welcome. All are deserving. All are special. And in our constancy,
hope—that even after the hard, Starbucks is always here. A beacon that the world will keep going.
And a signal for us to tap into our communal holiday heart. And let it grow again.
This year, our campaign invites us all into a festive moment of joy. And an invitation to share it. 

 C A R R Y   T H E   M E R R Y

Holiday Film: TV + Digital