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The Impossible Pledge

Concept/Copywriting/Art Direction

Client: Starbucks


In honour of their 50th birthday, Starbucks announced significant changes towards climate positivity. By 2030 they will aim to produce more clean water than consume it, store more carbon than emit it and stop producing waste in general.


To reduce everything by 50% is a very abstract promise, and to many, it sounds impossible. What does it even mean to reduce a company's carbon emission by 50%? In order to make the promises more understandable and believable, Starbucks launched the "Impossible Pledge" campaign.


As part of the 360° campaign, the OOH advertising lists the three categories Starbucks covers in their 2030 pledge: water, energy, and waste.

Through the long copies, the promises from the pledge are highlighted by introducing other "impossible" parts of our future.

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This is student work. Names, characters, brands, places and incidents either are products of the author’s imagination or are used fictitiously. This work is designed to showcase the student’s ability to work with real world brands in real world applications. Any resemblance to actual events, brands, campaigns, locales or persons, living or dead, is entirely coincidental.

This presentation is meant for educational purposes only.

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