Julius Meinl
Creative Direction for Julius Meinl coffee brand.
"Pay with a poem" umbrella campaign was one of the most successful communication campaigns.
Developed by a simple and catchy idea, it fast became viral and lifted the brand awareness and affinity among its consumers, while acquiring new ones.
The campaign mechanism was that on the World Poetry Day (March 21st) you could go in any coffee shop that sold Julius Meinl coffee and literally pay with a poem for your favourite java.
