Campaign developed for DeltaQ coffees and Associação Abraço

 

Briefing: Associação Abraço is a nonprofit organization which assists and supports people living with HIV/AIDS. Last year, the organization wanted to re-open its canteen and Delta Q (Group Delta Coffees) offered to support them. For each recycled capsule, Delta Q contributed 5 cents to the recovery of the institution's canteen. 

 

Aim: Get people to recycle Delta Q capsules in the framework of Delta Q's recycling program "ReThink" - a project created in 2008 with the aim of reducing the environmental impact of coffee production. 

 

Campaign: Solidarity has always been part of this brand's DNA, so we decided to develop a campaign based on all the emotional value that one Delta Q capsule can have. One small capsule can carry "love", "affection", "aide" etc. And all those feelings are directly passed from the consumer of Delta Q to the people who are supported by Associação Abraço. All of these feelings and gestures fit into a small capsule.

The campaign involved print ads, a radio spot, mupis and recycling/collection points for coffee capsules.