Dear Neighbor - Community Coffee
Strategy / Activation / event production / film / Design
As a family-owned company with a 100-year-old tradition of giving back to the communities which they serve, Community Coffee wanted to create a brand campaign that would appeal to Millennial coffee drinkers who are attracted to authentic brands committed to doing the right thing. Based on the Community Coffee brand promise of inspiring community connections and enriching the lives and moments of people around them, we developed the “Make it Community” brand platform. To launch the campaign, we created an interactive art installation in the bustling Dallas neighborhood of Deep Ellum. Titled “Dear Neighbor”, we hung blank vintage postcards and invited visitors to come and write hand-written notes to their friends and neighbors, expressing their thoughts of gratitude, and their hopes and dreams for their community. Participants of the installation were encouraged to share photos of their messages on social media using the #MakeItCommunity.