Create a moment around the iconic Red Cup in a way that channels positive conversation (for once).

For its 20th consecutive year, Starbucks kicked off the holiday season with a new holiday cup. A cup that never fails to spark a lot of conversation—and criticism.

But a single paper cup cannot and does not define the holidays. Obviously. So we used the reaction we knew we’d get as inspiration, and positioned the cup as “just the beginning” — a canvas for customers to make the holidays their own, all season long with Starbucks. 

We launched the campaign with a film about the cup’s creation, showing a world of ways holiday goodness is celebrated and shared. Across traditions, geographies, relationships, skin tones, and family structures. The film served as a feel-good invitation for customers to decorate their own holiday cup at Starbucks.

It became the most watched holiday video of the season (76MM+), topping H&M and John Lewis, in spite of the "Gay Agenda" controversy.

On November 9, we created a mural manifestation of our message, where Starbucks artists - and some famous friends - brought fan-submitted holiday goodness to life on Facebook Live. 

Did it get backlash? Yes. But was that the purpose? Of course. It wouldn’t be a holiday without an angry uncle at the dinner table, right?

Creative Direction | Concept | Copy | Video