Gravity Coffee gives intern the worst/best first day ever in new campaign via Special Group
Special Group helped Gravity Coffee Roasters send a young Auckland intern to an ultimate coffee destination – El Salvador. Kirstie Stanway (left) arrived for her first day as an intern at More FM Auckland. Within an hour, she was on her way to South America.
Unbeknown to Stanway, she had walked straight into a new marketing campaign for Gravity, served up by Special.
Her first task was to make a coffee for breakfast show DJs Marc Ellis, Amber Peebles and Stu Tolan. The coffee didn’t go down too well… enter Gravity Coffee Roasters to show her how to make the perfect cup.
Now she has just one week to travel to get the coffee beans, fly back and learn how to blend and roast, then a day of barista training from a champion barista – then back to the radio station to prepare the perfect cup of coffee.
First stop is Monte Sion, Gravity’s coffee plantation in El Salvador – a 30-hour flight from Auckland. Temp: 38°; altitude: 1600m – a perfect environment for growing the world’s best coffee beans.
Says Michaela Dumper of Gravity: “It’s going to be a hard but exciting experience. There’s a lot to take in. We don’t take any short cuts when it comes to producing coffee. Kirstie is going to experience that first hand.”
Robber’s Dog director Tim Pierce is following and filming the entire project.
Kirstie Stanway’s progress is being covered live every morning at 7:45 on More FM, and on Gravity’s Facebook page here.
Client: Gravity
Agency: Special Group
Creative team: Rob Jack, Tony Bradbourne, Iain MacMillian, Antony Wilson
Director: Tim Pierce
Film company: Robbers Dog
Group Marketing Director: Michaela Dumper
6 Comments
That was so random, that chick had no idea, right?
But the days of this sort of ‘set up’ are well and truly over. Not surprising, and a little tired.
The whole thing lacks punch.
A 90 second clip documenting the trip with good music and lots of visions of the client (gravity) surely would have been better than intern chatting about her flight.
Pretty unimaginative.
Pretty close to an idea from Naked a few years ago for Contiki….
http://www.campaignbrief.com/2008/07/best-first-day-on-the-job-ever.html
As someone who listens to More FM every single morning, the first time I heard of their “exhaustive search” for an intern was the day she started. The whole thing smelt dodgy from the beginning. This confirms it.
I like it, cool idea guys.