Two things are true, Starbucks is a major corporation AND Starbucks cares about the earth. They just don't talk about the many amazing programs and initiatives they have. So for Earth Month 2021, Starbucks asked us to share with the world just a few things they've been working on.
Agency: Big Spaceship
Creative Director: Christine Gratton
Senior Art Director: Connie Zhou
Senior Copywriter: Austin Powe
Designer & Motion Graphics: Ingrid Wu
Producer: Jess Katz
Editor: Robert Nabipour
Production: Playfish Media & Plush NYC
Films
We started with a video series. One film to talk about what sustainability means at Starbucks, and two additional films to deep dive into specific initiatives: farming and cup usage. These films live on Starbucks' social channels.
Short Form
We proceeded to dive EVEN FURTHER to the aforementioned initiatives with social posts on Instagram, Facebook, Twitter, and TikTok.

Peep at that seamless loop here

Earth Day
All this content led to the final activation, a sit down with Michael Kobori, Starbucks' Chief Sustainability Officer. We scoured the internet for hard hitting tweets related to sustainability at Starbucks... and Michael answered honestly on Instagram Stories and TikTok.
Visual Guide
As the senior art director, the designer and I implemented a visual guide to help inform the assets. They evolved as we continued to execute, but the spirit and guide remains consistent.
Metrics
Over 3.5 million views on the reusable cup pilot TikTok video – Best Starbucks brand-created video and 2nd most engaged video ever TikTok.
AdWeek covered Starbucks new social ad campaign for Earth Month, “Starbucks Touts Sustainability in New Campaign”
6-frame “Future for Farmers” Instagram Story kept community attention with a healthy 73% completion rate
Initial results for paid social support of Earth Month are strong. In the first four days of the campaign over 50M impressions have been delivered. Starbucks seeing extremely efficient results across all platforms, +46% stronger than benchmark.
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