A zero-BS Earth Month campaign, designed for the biggest Gen-Z skeptics — and TikTok.

Starbucks is a giant corporation. Starbucks also cares about the planet…a lot. (Remember their game-changing anti-straw pledge?)

Problem is, most of their eco efforts tend to go unnoticed — especially by audiences passionate about the planet, like Gen-Z.

So we created a Gen Z-focused social-first campaign to shine a light on our sustainability story, and launch two new pilot programs: 100% reusable cup kiosk stores, and our commitment to replanting 100 million trees by 2025.

We broke down our practices into no-nonsense, fact-driven short and long-form content that allowed our audience to dive deep (mirroring the truest TikTokian behavior).

We even got Starbucks Chief Sustainability Officer, Michael Kobori, to go on the record, AMA-style, and answer fan (and critic) questions about our pledges to the planet.

Creative Direction | Concept | Copy | Video