In September 2009, Starbucks posted an unprecedented OOH series as part of their ongoing campaign to position themselves as the coffee authority. The goal of the series was to position the brand as an integral experience of the morning commute, rather than just another stop on the morning commute. Commuters were led on a mesmerizing journey through 42 posters of personal, humorous and random thoughts that could in many ways mirror their own thoughts, concluding with the question, “What should I get at Starbucks today?”