In South Korea, the annual consumption of takeout coffee per-capita was 1.93kg in 2012. This means every single adult had taken 338 cups of coffee during only one year. This resulted in the increased consumption of plastic cups, which reached over 315 million. So we started thinking how we can help consumers save the environment by reusing their own takeout plastic cups. Because ensuring the recyclability of the disposable cups is the foremost priority for Starbucks.
The purpose of this Takeout Your Garden campaign is giving opportunity to customers make their own flower pot. We attached the envelop that has the seeds and the kit on the plastic cup holder, so that customers can easily make the pot.
And we also provided our compost for free, which is a mix of used coffee beans and soil. In addition, by QR code, we delivered the message of this campaign and provided the tutorial video of how to make the pot. The system is like a green house which can be made with two dome caps. It maintains the proper temperature and supplies the appropriate amount of moist to the soil.
People have started to grow their own pots, and this has become a part of their lives regardless of where they are. This resulted increased environmental awareness and improved brand image.
This is NOT an actual campaign by Starbucks, just designed to simulate a real campaign.
Category: Drinks, non-alcoholic
Client: Starbucks
Agency: Sungkyunkwan University (SKKU)
Country: Korea, Republic of (South Korea)
Director: Sean Sehyun An
Art Director: Hanbyeol Ko
Producer: Dukkyu Choi
DoP: Sean Sehyun An
Production Manager: Hanjin Shin
Narration : Jeni Obenza Medrano