Cafédirect unveil their new campaign and positioning ‘Made the Small Way’ developed by Brothers and Sisters

Cafédirect is set to launch its first campaign to coincide with a major packaging re-launch. Based on a new communications strategy the campaign, developed by Brothers and Sisters, aims to tell the story of the brands ‘Made the Small Way’ philosophy.

Featuring the voice of comedian Adam Buxton (of BBC Radio 6’s Adam and Joe fame) the campaign shows dancer’s hands acting out the ‘Made the Small Way’ story. The film was written and produced in-house by Brothers and Sisters and directed by Harry Dwyer. Choreography was by Jason Jacobs of the Hofesh Shechter Dance Company, with music composed and performed by Ollie Chance.

The two minute manifesto film will air on Cafédirect’s website and will appear heavily across social media. A 30” film and online ads will also feature across a range of sites, including a partnership with the Guardian Group.

Andy Fowler, founder and ECD of Brother and Sisters, commented: “We love working with brands who put something good into the world and telling the Cafédirect story has been a joy.

“We look forward to taking the story of "Made the Small Way" to the next level.”

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