Cannes Lions

Greatness Is Brewing

ROKKAN, New York / CAFE DE COLOMBIA / 2017

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Overview

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Overview

Description

Would great achievements in history be possible without quality coffee? From our team's experience within an industry that demands long hours and many a late night, the answer to this question was simple. Probably not.

Echoing this thought, the creative for "Greatness is Brewing" took the form of a tongue-in-cheek version of a Moon mission to ask viewers: “What if humankind’s greatest strides aren’t made by the biggest steps?” This imagery, juxtaposed with the many steps that it takes to create quality 100% Colombian coffee, is meant to reinforce the importance of a coffee bean’s origin since the resulting brew is so often a crucial fuel that drives breakthrough work.

Execution

Coinciding with a round of agency PR support, the digital campaign launched on the 47th anniversary of the moon landing in late July. Asking viewers: “What if humankind’s greatest strides aren’t made by the biggest steps?” This imagery, juxtaposed with the many steps needed to create quality 100% Colombian coffee, reinforced the importance of a coffee bean’s origin since the resulting brew is so often a crucial factor that drives breakthrough work.

Living on a purpose-built site called GreatnessIsBrewing.com, the campaign spanned a host of U.S. digital platforms and continue into early 2017. Other components of the integrated campaign included: promoted online video and banners; managed social content over Facebook and Instagram; and a supplemental influencer program to drive knowledge and understanding of 100% Arabica, mountain grown, high quality Colombian coffee.

Outcome

To date, the campaign films have garnered over six million views with an average completion rate of 85% among all units (25% above the industry average). During the campaign’s active lifespan, we delivered more than 11.1 million media impressions, which led to more than 95,000 click-throughs to GreatnessIsBrewing.com. 50% of visitors to the site were within our target millennial audience with average time on the site at three times the industry average.

The campaign’s work was named AdWeek’s “Ad of the Day” when it initially launched and made Adforum’s “Top 5 Best Worldwide Ads” for the week of July 25, 2016.

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