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Problem
The creative brief identified Philz Coffee's target audience as "Hipsters and Coffee Snobs," and the challenge was to communicate the following: When you drink Philz, you're with friends.
Insight
A straight (forgettable) approach would have cast Philz as a destination where friends meet and catch up—an upbeat environment with smiles at the counter and throughout the dining room. An accurate depiction, according to customer testimonials, but not enough to differentiate Philz from its competitors.
Research into Philz's charitable efforts, nonprofit partnerships, and policies revealed an opportunity to show another side of Philz and to speak directly to their well-informed customers (those Hipsters and Coffee Snobs).
Solution
Out-of-home ads released in two phases. The first taps into Americans' discomfort with the current political environment, where Friendliness (kindness, empathy, and decorum) is increasingly being replaced with name-calling, scapegoating, and callousness.
The second phase specifies exactly what Friendly causes Philz supports (causes their target customers likely appreciate).
Phase 1: Friendly, and still proud of it
Phase 2: Identifying the specific causes
Alternative approaches
Below are some edgier ideas that surfaced during my brainstorms. These would be more appropriate for use on social media.
What good is a great cup of coffee if the world’s going to sh*t?
Our smiles at the counter would be hollow if we weren’t also committed to the environment, fair labor, and underrepresented people.
When you drink Philz, you’re supporting good causes with friends.
Excellent coffee? Yes. Working toward a better world—mandatory.
When you drink Philz, you’re among friends.
Fighting back with friendliness. Philz Coffee.
Philz Coffee, friendly to the fiery end.
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