Costa Coffee is launching its most integrated campaign yet, running across TV, print, digital and in-store – culminating in a user-generated TV ad, which will feature competition winners.
The campaign, created by Karmarama
, launches with a TV ad featuring dozens of men and women – including genuine Costa baristas - buried up to their necks in a sea of coffee beans, covering the KISS hit song I Was Made For Loving You. The ad brings to life the pride and passion that Costa baristas have for the coffee they make and the customers they serve. The ad airs on ITV 1 this Friday 5th October.
An app also launching this week, allows Costa fans to record and upload themselves singing along to the Kiss song, with winning performances featuring in a later TV ad. The app, available via the Costa Facebook page, or through the App Store on iTunes, means fans and baristas can join in and share with their friends. It is the most significant investment in digital Costa has made in the UK to date.
Kevin Hydes, Marketing Director of Costa Retail, said: “By putting Costa fans together with our baristas, it playfully makes the point that they really are the stars. The campaign shows that only our baristas put their heart into everything they do, and we hope our customers feel the love in every cup.”
Sam Walker, Creative Director at Karmarama added: "We're putting baristas at the heart of the action, their passion for coffee as well as their willingness to be buried up to their necks in coffee beans was awesome."
Creative Agency: Karmarama
Creative Directors: Sam Walker & Joe de Souza
Agency Producer: Emma Johnston
Planner (Creative Agency): Will Hodge
Director: Sam Brown
DOP : Alex Barber
Production Company: Rogue
Production Producer: James Howland
Editor: Amanda James
Post House: The Mill
Post Producer: Chris Batten
VFX Shoot Attend: Andy Dill
Telecine Artist: Seamus O’Kane
Flame Lead Artist: Barnsley
Audio: Ben Leeves @ Grand Central
Music: Major Tom
Exposure: National TV, print, digital and in-store
Facility Producer & Company:
Agency Producer: Tabitha Winter, Lawrence Weber
Digital Production Company: The Rumpus Room