Starbucks and TBWA\London unveil new holiday campaign across EMEA inviting people to enjoy a moment of calm during the busy festive season

In the lead-up to Christmas, Campaign Brief is shining a spotlight on the season’s most anticipated campaigns from around the globe. As these campaigns roll out, we’ll be rounding up the highlights to keep you in the loop.

 

The endless tangled festive tree lights, frantic last-minute supermarket dashes, and obligatory work parties signals the arrival of the holiday season. This year, Starbucks offers a break from the chaos for those looking to embrace the festivities through a new integrated campaign titled Drink In, Breathe Out via TBWA London, which will come to life across TV, digital, OOH, earned, owned and experiential across EMEA.

Drink In, Breathe Out celebrates Starbucks’ mission to nurture human connection and its heritage as a community coffee house. Recognising the spectrum of emotions the holidays bring and the beauty of embracing them all, it positions Starbucks as a haven to enjoy a momentary escape with loved ones.

A TVC features a unique blend of 3D sets, stop motion, and animated 2D characters and follows a busy modern-day man as he navigates the joyful chaos of the season. Moving speedily through scenes, he encounters what feels like an endless stream of parties, gatherings, shopping trips, and stress. It is only when he takes a sip of his favourite Starbucks beverage that everything slows down, allowing him to reconnect with the spirit of the season and his loved ones.

Michelle Chin – VP, Marketing & Product at Starbucks, said: “Amidst the holiday rush, Starbucks can offer a moment of calm when it’s needed most. Drink In, Breathe Out is about uplifting the everyday by encouraging more moments of calm amidst the chaos. We want to remind people that we’re a community coffee house where people can pause, reconnect, and share meaningful moments, whether with loved ones or with themselves”.

The campaign launches alongside Starbucks Holiday menu which sees the iconic Red Cup return along with a variety of beverages including Toffee Nut Latte, and new Gingerbread Cream Iced Chai Tea Latte and Caramel Waffle Cream Iced Latte.

Drink In, Breathe Out was created by Starbucks EMEA and TBWALondon and will be brought to life across EMEA in partnership with Edelman, We Are Social and Havas among others.

Lauren Coates, Creative Director at TBWALondon, said: “The craftsmanship behind this campaign is extraordinary—from the mini red cups and travelator sets to the intricate animation of each character and the realistic Starbucks. The blend of 3D, stop-motion, and 2D animation brings a magical, tactile quality that captures the message and call-to-action to Drink In, Breathe Out this holiday”.

Brand: Starbucks
Client: Janis Ng – Marketing Director
Client: Michelle Chin – VP, Marketing & Product
Client: Sam Duce – Marketing Specialist
Creative agency: TBWALondon
UK Media agency: Havas
UK Earned agency: Edelman
UK Owned agency: We Are Social
UK Experiential Agency: Tribe
Production Company: Blink Ink