Client: Starbucks

Despite being a global icon, Starbucks hadn’t made deep enough inroads with Canadians and their morning coffee. We had to make a connection with morning people. But that got us wondering, what is a morning person? Is it simply the time of day you wake? We had a different idea. What if being a morning person could stop being associated with time and more with attitude? #MorningYES was an uplifting campaign that sought to inspire Canadians to have a positive attitude in the morning. We even worked with music theorists and neuroscientists to create a new audio alarm clock that was designed to wake people up in a more optimistic state of mind.