A hand holding a pen illustrates a cartoon bird on the side of a plastic coffee cup. As the hand leaves frame, the drawing comes alive. Like a flip-book style piece of animation, made one frame at a time, the bird performs breakdancing moves, all choreographed to a beatbox soundtrack. Running man. Scissor kicks. The wave. The moonwalk. SUPERS: Only 1 cup was used to make this film. The $1 Starbucks reusable cup. 1 cup. 1 happy Earth.

We created a film, made frame-by-frame, using the reusable Starbucks cup as our creative canvas. An illustrator drew one frame of animation, it was photographed, then erased off the side of the cup to make way next frame. The result was a ‘Single Cup Film’. A demonstration of reusing one cup over and over. The content of a bird breakdancing showing the environment is happy with the result. The film was shared on YouTube and Facebook.

In the one week since release, the film has attracted over 70,000 views and inspired social media conversation around sustainability, and Starbucks environmental efforts in particular. On April 20th, the day promoted in the film, when compared to last year’s numbers for the same promotion — reusable cup sales were up by 35% and free beverage redemption with a cup had more than doubled.