Brief: Encourage Starbuck’s customers to switch to reusable cups.
This brief for Starbucks was completed in a day, and hosted by IRIS. In the short time we had, we felt the biggest barrier for the public not buying into reusable cups, was their difficulty in forming a habit to carry their cup with them. Our strategy was to remove the responsibility of remembering their cup.
INSIGHT: People have difficulty in forming a habit to carry a cup.
IDEA: Remove the hassle of remembering a cup entirely.
EXECUTION: Starbucks eradicate single-use plastic cups, and start a movement using only lids.
"This project was created as a concept for the purpose of the Starbucks sponsored D&AD programme, New Blood Shift. The branding is not necessarily a true representation of the Starbucks brand "