[CONCEPT] "Come for the coffee, stay for the experience."
Creative Direction, Videographer
Objective: Increase student awareness and highlight Glass Jar Program.
Daydrink is a relationship-focused coffee shop that just so happens to brew high-quality coffee. We wanted to feature that pillar by showcasing a student "coming for the coffee and staying for the experience", once she meets fellow coffee patrons. The video is a callback to early 2000s Chef Boyardee commercials to promote a sense of nostalgia and capture student engagement among those who grew up watching television and remember the rolling can ads. In this instance, we replaced the can with Daydrink's mason jar to highlight their Glass Jar Program, a reusable cup program essential to Daydrink's sustainability pillar and one that differentiates them from competitors (only one other coffee shop, located two hours away, in the state of Iowa employs a similar reusable cup program). The jar takes our student across Iowa City and eventually to Daydrink to refill her coffee ("going for the coffee") while showcasing different Iowa City landmarks so others can relate to their journey. Our student is immediately greeted by a kind, outgoing barista who takes her aback ("staying for the experience").
Sitting customers see the student is alone so they invite her to their table (again, highlighting Daydrink's inclusive, safe space).
Skate
Co-Creative Direction, Videographer
Objective: Unveil a new merch line and introduce new and old University of Iowa students to Daydrink in a back-to-school fashion.
The video starts at the Currier Hall student dorm and follows a skater as he traverses through Iowa City landmarks, introducing nostalgic feelings. Shots of Daydrink's merchandise are interspersed throughout. The idea is to create emotional connections between the nostalgic feelings of coming back to school and Daydrink's brand. The skater then arrives at the store window giving the video a neighborhood/community vibe and returns his used mason jar. We highlight Daydrink's unique, reusable Glass Jar Program to differentiate them from competitors and reinforce their ethos in sustainability (only one other coffee shop, located two hours away, in the state of Iowa employs a similar reusable cup program). The skater then ~skates~ away from the shop after having interacted with the barista happily with his coffee in hand.
This video was heavily inspired by Silk Sonic's Skate music video, which was trending during the release of this video, and uses warm colors to further emphasize Daydrink's inclusive and warm atmosphere.
Daydrink x Vice Pop-up Recap
OBJECTIVE: 90s nostalgia. Insert your VHS player and let the vibes ride.
Group Marketing Project Briefs