LETTING SAUDI ARTISTS TAKEOVER STARBUCKS SPACES TO SHOWCASE THEIR EXPRESSIONS OF NATIONAL PRIDE
Background
During National Day, GenZ feel like they belong when they’re able to express their unique version of Saudi pride. Our role was to facilitate our audience’s experience of the month. Starbucks allowed the Saudi community to reflect a piece of themselves in the brand.
The Creative Idea
With the 'Canvas of Pride' campaign, Starbucks stores across Saudi Arabia were transformed into hubs of cultural celebration for Saudis to paint their unique expressions of national pride. The entire campaign become a complete takeover by Saudi artists of every Starbucks channel for them to showcase their art, music, words, and every single expression of Saudi pride.
The Execution
It started with the iconic Starbucks cup, redesigned for Saudi National Day by local artist Joud Yahya Al Sultan. Then, we took it to the stores where poets and musicians performed and artists took over the walls with their murals. Then we opened up our social media pages for a takeover and to take it one step furtber, we even gave them a spot on our Google Maps pages.
The Results
• Media impressions 47.5 million
• 11.63% engagement rate
• 3.25x higher brand awareness vs. competitors
• 2.6x higher ad recall
CREDITS
Client: Starbucks
Agency: Socialize / We Are Social
Executive Creative Director: Jason Velasquez Burayag
Art Directors: Marrwan Elhussein, Nour Mohammad
Copyriters: Ehab Elayyan, Jason Velasquez Burayag
Account Management: Rhia Samuel, Tala Majed
Strategy: Danielle Bedin
Producer: Martina Niranjini
Videographer: Christian Gacal, Xavier Dell