By Jennifer Faull | Deputy Editor

JWT

|

J. Walter Thompson article

August 13, 2014 | 2 min read

Kenco’s latest campaign Coffee v Gangs looks to promote its ethical values as part of a project which has seen 20 young people at risk of entering a gang and giving them education and training to beomce a coffee farmer.

The Mondelēz International brand devised the project with creative partner JWT. A film telling the story about how teenages went from being on the brink of crime to e coffee farmer is set to run acorss TV and cinema as well online from 18 August.

PR and media partnerships have also supporter the project the while a bespoke digital hub has been created to allow people to interact and view specific project content such as the true stories of kids involved.

Emad Nadim, brand manager, Kenco said it is a potentially life-changing project on which the brand is embarking.

“The advert has a completely new look and feel to what people are used to from Kenco, but it embodies the seriousness of life in Honduras. I strongly believe this Kenco ad pushes the boundaries of coffee advertising and brand transparency, above the norm of smiling people holding steaming cups of coffee,” she said.

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The film was directed by Johnny Hardstaff and most of the actors were street-cast from the locations where shooting took place in order to ensure authenticity.

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