Starbucks launched a new campaign titled ‘Canvas of Pride’.
The brand went all out for Saudi National Day for the entire month of September with its first edition cup featuring Saudi national pride through local artists.
The design was created by Saudi artist Joud Yahya Al Sultan and chosen through a competition organised by the Ministry of Culture and Starbucks.
The winning design, rooted in Saudi heritage and landscapes was featured on Starbucks cups throughout Saudi Arabia last month.
The cup was unveiled in a moving video featuring Joud Yahya Al Sultan talking about the story and meaning behind her artwork.
The celebration of Saudi pride goes beyond the cup and into Starbucks stores across the country, which have been transformed into hubs of cultural celebration.
Starbucks also collaborated with Saudi artists by offering spaces within select stores for them to create their interpretations of national pride through visual art, poetry, writing and music.
The brand’s online platforms were used to amplify the beautiful expressions of Saudi pride which made waves through not just the nation of Saudi Arabia but also in neighbouring gulf countries.
A new competition has been launched with the theme of ‘Arabic Poetry’ with the selected winning cup design being featured on the Starbucks cup in the next national day celebration.
As a brand that celebrates community, this initiative provides a platform for Saudi nationals to express their deep-rooted connection to their country by encouraging them to celebrate National Day in their own distinctive ways by using the coffee brand as a platform.
Starbucks stands with the Saudi community, not just as a coffee brand but as a platform that celebrates and amplifies Saudi pride.
The campaign was made possible through a partnership with the Ministry of Culture and Socialize Agency, who worked alongside Starbucks to develop the creative concept.
Olena Lemeshko, Marketing Director – Starbucks at Alshaya Group, said: “For the first time Starbucks has let the iconic cup be a canvas to celebrate national pride of Saudi Arabia.
“This campaign speaks to what we strive to do within the communities we serve, which is to give local youth a platform where they can express themselves and celebrate culture.
“We are truly proud of this campaign which goes beyond a cup of coffee, Joud’s story has touched hearts, inspired others, and moved the nation.”
Credits:
Client: Alshaya – Starbucks
Brand team:
- Head of Marketing: Olena Lemeshko
Creative Agency: Socialize
- Creative Production Lead: Martina Niranjini
- Junior Producer: Christian Gacel
- Xavier Dell, Junior Producer
- Senior Creative Director: Jason Velasquez Burayag
- Strategy Director: Thando Mafongsi
- Senior Art Director: Nour Mohammad
- Senior Art Director: Marrwan El Hussein
- Senior Content Editor: Nikol Buenaventura
