THE IMPOSSIBLE PLEDGE
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. Bold, and almost unbelievable.
"The Impossible Pledge" is a 360° campaign designed to make Starbucks’ abstract sustainability goals more tangible and emotionally resonant. This concept reframes that boldness as a strength, positioning the goals as visionary rather than „impossible“.
The campaign centres on OOH placements that spotlight the three pillars of the pledge: water, energy, and waste. The copy-focused executions bring these promises to life by juxtaposing them with other "impossible" futures, challenging the audience to believe in ambitious change.
Strategy, campaign positioning, copywriting, and visual layout were fully developed as part of a student project. While this is not an official collaboration with Starbucks, it reflects my ability to respond to open briefs, demonstrating strategic thinking and creative execution for brand communication.