Ideas are worth more than the media time or space used to distribute them. If you don’t believe me, take a closer look at the development of Starbucks' first branding campaign, recently released by 72andSunny, the agency responsible for the work. The campaign itself includes a mini-documentary-style film shot in 59 different stores, in 28 countries, using 39 local filmmakers and ten local photographers.
This project may be one of the largest in scale for any branding campaign, but where the idea came from is even more important. Starbucks’ branding campaign was sparked by its observation of how Starbucks customers were using social media—specifically the stories they were telling in YouTube videos that were shot inside Starbucks' stores. To watch, click here. Digital media wasn’t simply used to spread an idea, but to source the idea! In any medium and on any platform, it’s the idea that counts, the idea that carries most of the value and generates all the value created with its intended target. Ideas drive campaigns, now more than ever.