Enmeshed in a coffee war with competitors attempting to encroach on Starbucks territory, Starbucks wanted to reassert themselves as the ultimate coffee authority.

The design was inspired by stream-of-consciousness thinking. Each poster flowed from the one before it in a fun, fluid and eye-catching way. Each poster was designed to mimic the randomness of thought. The design engaged and encouraged commuters to continue reading from the first poster to the last.

On Facebook, 790,000 fans participated from around the world. And as a result of the documented event, over one million people brought a reusable mug to Starbucks on April 15th.