Don’t Be Plastic
ETHOS Water + Starbucks
The Ethos Water Fund gives smiles and water to many kids across the globe. But as an ethical brand should do, Starbucks’ ETHOS Water can still improve its eco-footprint. Don't Be Plastic is a challenge open to everyone interested in reducing their plastic usage.
mock campaign; advertising; branding; integrated; brand awareness; experiential; interactive; gamification; web; challenge; contest; point-of-purchase; merchandize; social media; digital; beverages; sustainability.
It is our duty to
care for and protect
mother Nature.
Starbucks' website will provide all the information needed. Besides joining the challenge, you can enter a contest to win a trip to Costa Rica, one of the best-known eco-tourism destinations. Discard plastic bottles and claim reusable items using points in machines at Starbucks facilities, or accumulate them to participate in the contest.
Limited edition product line.
Point of Purchase: Recycling/Claiming machines in Starbucks' locations.
Microsite containing the prizes, contest, and other information related to the "Don't Be Plastic" campaign.
Hacienda Alsacia photo by Matthew Glac for Starbucks Stories and News. March 07, 2018.
Interact with an Instagram filter to remove plastic bottles covering the screen. On Facebook, check the public overall challenge progress in a continuous post. And keep track of your own progress and points by accessing an E-card in your phone wallet.
Bottle count-up Facebook Sponsored ad.
Interactive AR filter for Instagram Stories.
E-card with personal recycling count-up and accumulated points.
The audience can interact with an Instagram filter to remove plastic bottles covering their screen. On Facebook, users can check the public overall challenge progress in a continuous post. It will invite them to join in a program to recycle plastic bottles. And to keep track of their progress and points, they can easily add an E-card to their phone wallets.
Don’t Be Plastic - Ethos Water + Starbucks (mock campaign)
CREDITS:
Manolete font by Woodcutter.
Enamel Pin Mockup by Miguel Miranda. At Dribble. Modified.
Hacienda Alsacia photo by Matthew Glac in "Listening to the land: Creating the Starbucks visitor center at Hacienda Alsacia" article by Linda Dahlstrom. For Starbucks Stories and News. March 07, 2018.
Conceptualization, strategy, art direction, and production: Isabela Hayashi de Sena.