HEIFER PROJECT
Our client, Heifer International, shared that coffee farmers live on less than $2 a day. (They haven't gotten a wage increase since the 1980s, and prices have never been adjusted for inflation.) Humanaut and Heifer did the math that by charging just 25 cents more per cup of coffee we could raise coffee farmers to a sustainable, livable wage. So we created a spot to help rectify that.
We did not want to create something sappy; an emotional video that tugged at the viewers heartstrings, making these farmers out to be a charity case. These are men and women that aren't looking for a handout - they are hardworking and deserving of respect.
The reality is that all the major coffee companies are guilty of these slave wages, but we chose to target Starbucks due to their claims of being an “ethical, sustainably sourced brand.” (They do not factor farmer wages in their accounting for sustainability.) We set out to give Starbucks 25 days to increase the amount they pay their farmers or we would take a drastic measure. We would change the taste of their coffee.
Working with neuroscientists, we developed and executed an experiment by creating a video testing stimulus to show participants that, after watching, actually changed the way a cup of Starbucks coffee tasted.
The results were peer reviewed and undeniable - after seeing the video we created - participants claimed Starbucks coffee tasted "bitter, disgusting, undrinkable" - whereas the same coffee had tasted "good, delicious, perfect" prior to viewing.
Under threat of releasing the video to the world, we created a campaign urging Starbucks not to change the taste of their coffee - increase farmer wages, and the world would never see our taste-altering film.