what
A passion project creating this campaign for Stumptown Coffee Roasters based in Portland, Oregon. For this project I challenged myself to fulfilled the role of art director, media planner, strategist and designer for their own projects.
To see all the details on this campaign click the button below.
the idea
With this campaign called, “The Art of Coffee”, the idea was to showcase all the rituals and traditions that come with coffee. Rather than showing coffee in it's typical way of being photographed with someone on the go, or a steamy cup in the morning this campaign focuses on the feelings of slowing down to enjoy something rather than directly on the product. This idea is achieved through design/illustration content rather than photographs. Turning the advertisement into a piece of art that the viewer has to slow down to indulge and take in. Just like we should do with our morning coffee.
the design elements
the executions
these executions are meant to look like works of art that catch the viewers attention. The same way this campaign encourages people to slow down and indulge in their coffee, these advertisements make the viewer slow down and take in the art. Rather than snapping a picture, a lot of time and skill went into the actual illustrations of these ads. It’s all about the time it takes and being willing to slow down.
where
Wheatpaste posters will be used around the major cities of the PNW for this campaign. This wheatpaste style of advertising is not still used by many so it feels unique and traditional to this region and fits well into this campaign.
where
Magazine ads will also be used for this campaign. Many magazines are heavy in photography especially ones around the PNW that showcase a lot of scenic views. So, among a lot of photography this gives this campaign a moment to stand out with the design heavy images.
where
The target audience for this campaign is an age group that is still highly active on social media such as Instagram. So, promotional content to advertise from the Stumptown Instagram account will fit into this campaign. By putting artistic content on Instagram such as this campaign, many people will be encouraged to share posts on their own stories.
what else
For a non-traditional aspect to this campaign, a monthly Stumptown Collective will go out to subscribers. Providing their customers with content to read will encourage them to slow down and enjoy their coffee with no screen-time distractions. The Stumptown Collective will be high-quality printed booklets that subscribers will be encouraged to collect as each volume will look different. The collective will highlight producers from different regions as well as local artists from the PNW and new recipes to try with your coffee.
