Featured Projects
Brand Activation
Starbucks
Project:
Starbucks Indonesia 22nd Anniversary
Objective:
Starbucks Indonesia wants to showcase its consistency in creating magical moments by connecting the past, the present, and the future through its 22nd Anniversary campaign highlighting the brand’s three pillars of People, Coffee, and Planet, while navigating a sensitive public climate.
Strategy:
1. | Designed a strategic anniversary campaign built around Starbucks’ three core pillars (People, Coffee, and Planet), and the brand’s message of connecting the past, present, and future.
2. | Proposed an immersive “Decades of Magical Wanders” experience, turning Starbucks’ 22-year journey in Indonesia into a multi-sensory exhibition inspired by the Indonesian archipelago.
3. | Introduced the S-III Formula (Sustainable, Insta-worthy, Interactive, Immersive) to align with Gen Z and Millennial audiences.
4. | Planned a three-phase rollout: Engage (PR seeding), Impress (event & installations), and Inspire (post-event CSR & content).
5. | Integrated sustainability and culture through coffee-waste art, pottery, and batik elements, supported by cross-platform social amplification via influencers and creators.
Result:
The campaign concept won Starbucks Indonesia’s 1 Billion IDR pitch for its strategic clarity and creative strength, successfully translating the brand’s pillars of People, Coffee, and Planet into a culturally immersive anniversary experience.
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