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Most of us take our names for granted. But for people who've transitioned to names they've chosen themselves, they're a massive part of their identity.

 

We created a TV spot that showed what the simple act of having their name written on a Starbucks cup - without fuss or judgment - could mean to one individual. 

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This script won C4's 2019 Diversity in Advertising Award, winning £1M of media which funded Starbucks' first ever UK TV ad. It went on to become the agency's most-awarded piece of work ever, including bagging a Gold Cannes Lion for Creative Strategy. 

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Created with: Richard Peretti

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Director: Nicolas Jack Davies

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This was part of a much bigger campaign. 

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The TV script was validated by true stories we'd found on YouTube and on podcasts. People were actually trying out their new names in Starbucks! 

So we made a series of 'moving portraits' where real people told

the stories behind their names - shown in-store, on TV & VOD and on socials. 

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Any brand can stick a rainbow next to their logo. But Starbucks has a track record for supporting the LGBT+ community and we wanted to actually make a difference. 

 

So we teamed up with Mermaids - a charity that supports young transgender people - to raise at least £100,000 for their helpline through a limited edition Mermaids cookie. And we opened up stores across the UK to the charity, so people who need help have a safe, neutral space for their monthly meet-ups. 

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