It is a campaign that undoubtedly fits print & publishing, mixing the typical print synthesis, overall wittiness, detailed crafted photo, visual impact, and a copy line that cleverly connects everything, and communicates the brand's vision to explore new grounds in coffee flavors (Boon is a local brand of specialty coffees), connected to the context UAE's recent achievements in space exploration.

While the UAE's space program explores new frontiers in space, Boon continues to explore new grounds in the world of coffee flavors.

The UAE's space program has been a source of immense pride for local emirates and residents in general, who were amazed by the program's monumental achievements.

The Boon print ads highlighted the UAE's achievements in space exploration, particularly the launch of the Hope Probe to Mars. This mission was a historic milestone not just for the UAE, but for the entire Arab world. The ad resonated with people, as it showcased the country's vision to keep on exploring.

Boon Coffee, a United Arab Emirates-grown brand, is dedicated to specialty coffees made from beans directly sourced from Ethiopia - the birthplace of coffee. Their pioneering spirit fuels their constant exploration of new grounds, blends, and flavors. Its shops are located in the main Dubai and Abu Dhabi spots, malls + commercial areas, setting itself apart from the big chains with customized flavored coffees.

As a proud UAE brand, they wanted to homage to the same exploring spirit of the UAE's space program, which keeps making history. Hazza Al Mansouri became the first Emirati astronaut, followed by the launch of the ‘Mars Hope Probe’ and now Emirati astronaut Sultan Al Neyadi is abroad at the International Space Station (ISS), to name but a few space achievements in recent years.

The campaign was released across the UAE in Gulf Today, the third most popular English newspaper of the country, plus one of the top lifestyle magazines. The advertisement got an overwhelming response from thousands of readers. Footfall across the Boon shops increased by 36% on weekdays and a massive 74.3% on weekends as people explored the new coffee roasts offered by Boon Coffee and treated their taste buds to an exploratory journey. Expectations were widely exceeded, even on Twitter, renowned space scientists based in Abu Dhabi and Dubai, mentioned and shared the ads. Major media outlets, such as Ad Age, Campaign, Lürzer's Archive, and others, picked the campaign, generating a PR value of more than USD 85,000.

Explore new grounds. BOON specialty coffee.

Boon Coffee, a United Arab Emirates-grown brand (her founder/owner is 100% local Emirati) is dedicated to specialty coffees made from beans directly sourced from Ethiopia - the birthplace of coffee. Their pioneering spirit fuels their constant exploration of new grounds, blends, and flavors. Its shops are located in the main Dubai and Abu Dhabi spots, malls + commercial areas, setting itself apart from the big chains with customized flavored coffees. This brand is not in the business of quantity/massiveness but in the business of quality/uniqueness.