Oatly Brand Ambassador Campaign
As I spent time getting to know the stories and passions driving Pencil, Dafei, and Zhaobin, it became clear to me that coffee culture in Shanghai is not really about coffee, the caffeinated beverage. Coffee is a catalyst and a means to an end. Coffee, shared as a common thread, tied together vastly different stories of three brand ambassadors coming from unique backgrounds and aspirations.
I felt challenged to distill and condense the hopes and dreams of these young people in merely 60-second video clips, including at least a quarter of the time limit reserved for the commercial side of things. There is so much more to draw courage from the coffee journeys full of struggles, pains and resilience.
Pencil is the founder and operator of two popular cafés on Yong Kang Lu in Shanghai. He wants to bring happiness and relaxation with his café concepts, offering them as a refuge from the hustles and bustles of urban life.
Dafei dreams to become a famous singer. While the pandemic put her performance career to sleep, the opportunity of working as a barista in one of Shanghai’s hippest cafés fell on her lap. Her new position led her to the discovery of her passion in hospitality.
Zhaobin is Barista Champion & Chief Innovation Officer at Akimbo Coffee. she illuminates the fact that barista championships are as physically demanding and adrenalin-spiking as athletic competitions. Performing the art of precision brewing on stage requires a lot of multitasking and hand-mind-eye-speech coordination.
