Royal Academy of Coffee

Brief: How can we bridge the disconnect between young people in Colombia and the most significant coffee brand in the country, ultimately encouraging coffee consumption among them?

Outcome: The "Made of What We Are" campaign aimed to connect with young audiences by adopting a fresher communication style in a TV commercial. The commercial, titled "Hechos de lo que somos," featured fast cuts, visual graphics integration, and young, hip actors to appeal to the target demographic. The TV commercial received 2.8 million views on YouTube, indicating its impact on the targeted community.

Additionally, the “Real Academia del Café” was launched, featuring a series of eight videos that explained various aspects of coffee in a light and dynamic manner. The informative capsules consisted of six videos where coffee experts demonstrated how to prepare the most common presentations of coffee. By providing training and education on coffee harvesting, filtration, and barista processes, young people gained a deeper understanding and appreciation for the coffee they consume, which could help bridge the disconnect between this generation and the most renowned coffee brand in the country.

Rol: Post-production Director, Creative Editor, and 2d animator.