The Brief: As part of the Made By Many Hands campaign, our goal is to raise social awareness around the Aroma Coffee Festival Sydney, celebrating the rich culture and passion behind coffee.

The Approach: While the festival traditionally spotlights coffee experts from around the world, this year we chose to shift focus. Instead of the industry insiders, we wanted to highlight the everyday coffee drinkers—the diverse, vibrant community who rely on coffee to fuel their daily lives, creativity, and hustle, yet may have little to do with the festival itself.

The Idea: Our campaign, COFFEE+, is a content-driven digital and out-of-home (OOH) media initiative that celebrates the power of coffee in everyday moments. We’ll feature four unique creative leaders from The Rocks, Sydney’s historic and artistic precinct, and ask them a simple but revealing question:
“What happens to your day-to-day output when coffee is present?”

Through intimate storytelling, we’ll explore how coffee inspires their memories, fuels their creativity, and drives their dreams, showcasing coffee not just as a drink, but as a catalyst for life and art. These personal narratives would be shared across digital platforms and integrated into OOH media throughout Sydney, inviting the city to see coffee in a new light, through the eyes of those who live and breathe it daily.