West: Global Brand Activation

A BRAND ACTIVATION CONCEPT FOR WEST, A DEMOCRATISER BRAND ARCHETYPE, CELEBRATING EVERYDAY AUTHENTICITY THROUGH THE LENS OF INTERNATIONAL COFFEE DAY. THE CAMPAIGN POSITIONED WEST AS A SUBTLE ACCESSORY TO DAILY RITUALS, USING THE INTERPLAY OF COFFEE STEAM AND TOBACCO SMOKE AS A METAPHOR FOR CONNECTION AND PAUSE. CREATIVE DIRECTION, VISUALS, MERCHANDISE, AND IN-STORE ASSETS WERE DEVELOPED TO MAKE THE BRAND FEEL WARM, RELATABLE, AND DISTINCTIVE WITHIN ITS CATEGORY.