Whether you are a morning person or not, we can all agree that a good sip of coffee has the power to soothe our way into the day. Aside from boosting our energy, coffee is very much appreciated around the world because it brings lovely memories with it. For example, how many of you remember that good laugh you had with your best friend over a delicious cup of coffee? Or, how many of you associate this hot drink with a book’s wonderful story? There are many examples in which people include a cup of coffee into their daily tasks, helping us to cheer up our mood most of the time.

Coffee is so popular that we attributed rituals around it. There are plenty of ways to serve coffee — cold, hot, with milk or black, or mixing it with alcohol — but equally important is the way we make it. Preparing this drink is an art and we’re going to give to our weekly #ThrowBrandThursday column a “caffeine boost” thanks to agency Everything Grows in The Jungle and its work for Coffee Island, which asks “What’s more unique than your home-brewed coffee?”

Preparing a cup of coffee can be an artistic expression. There’s a potential barista inside of us yet, the lack of experience can prove to be messy for most of us. But that doesn’t matter so much as long as we decide to see the perfection in imperfection, right? In fact, this translates as “the true meaning of democratizing greatness,” which is the brand’s mission and also a theme highlighted in the campaign video.

Coffee aficionados can brew their drink at home, relying on diverse methods, be it by using automatic or manual machines such as an Aeropress or a Moka pot. Even though sometimes this process can get messy, it is the ritual itself that makes the experience a memorable one. And Coffee Island proves that it doesn’t matter there’s an error that disturbs the process. What really matters is to confidently enjoy every sip of your latte.

The way the brand refers to coffee evokes viewers’ admiration, as it puts the drink and some tools used to make it next to the protagonists. When seen as a whole, they all seem to be taken out of classic paintings. There are five models posing with cups of fresh espressos, each not-so-carefully serving or preparing the drink in their own unique — yet elegant — way.

“With this ad campaign, we celebrate the value of individuality and diversity manifested through our coffee brewing rituals. The idea? Everyday people pose proudly holding their own home-brewed coffee. The art direction and cinematography create unique portraits sort of like living paintings. There’s also a twist; even if they have made a mistake in the process, they are still proud of their creation. Besides, finding perfection in imperfection is the true meaning of democratizing greatness and that is our brand’s mission,” says the brand.

The dynamic oil-painted-like illustrations seem as they are on a parade, showing how great this ritual really is even though some mistakes are made in the process.

Credits:

Client: Coffee Island

Agency: Everything Grows in The Jungle

Creative Director: Panagiotis Tzempelikos

Copywriter: Dimitris Vorilas

Copywriter: Marialena Aggeli

Art Director: Danae Kotsou

Strategic Planner: Pavlos Vythoulkas

Producer: Maria Fitrou