The youth marketing agency Thinkhouse has created a new campaign for the coffee brand Frank and Honest, which is owned by the Musgrave Group.
The new cinema and OOH campaign aims to be “honest about its commitments to sustainability: how it sources its coffee from Rainforest Alliance Certified Farms that benefit forests, communities and wildlife.”
“Initially, the brand team discussed sending a film crew to South America to create an ad campaign that highlighted these efforts, but to be frank and honest, that wouldn’t be a very good for the environment,” the brand says.
Instead, Frank and Honest took the decision to fake the footage, shooting in garden centres and paddling pools in Rialto instead of flying to Rio, highlighting its sustainability message with a sustainably shot ad campaign.
The message is clear. You can fake footage of South America, but you can’t fake genuine commitment to sustainability and you can’t fake great-tasting coffee.