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From a recent campaign photographed by Craig Cutler.
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Starbucks, which has been trying to get back to its core business after seeing sales flag over the past year and a half, recently launched a print and outdoor-media campaign that stars…a burlap bag. The chain’s aim was to emphasize their coffee beans, which come in large brown cloth sacks, and while that sounds like a simple enough concept, it was actually fairly complicated to execute photographically.
PDN has run a behind-the-scenes story on the campaign, which was created by BBDO and photographed by Craig Cutler. The article notes that it was a challenge to get the scale of the burlap’s weave right in every format and simultaneously maintain an authentic look. The styling alone took days. “The hardest things can be the simplest things,” Craig tells PDN. Read more here.
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