BRIEF: Transform the Aroma Coffee Festival from a calendar event into a cultural moment by showcasing the many hands behind every great cup of 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: COFFEE+ is a content-led campaign exploring the role coffee plays in unlocking creativity.

We partnered with four creative leaders from Sydney's historic Rocks precinct and asked them one simple question: "What changes when coffee becomes part of your process?" The result was a series of authentic stories celebrating coffee as more than a daily ritual—it becomes a catalyst for ideas.