Title | I Am |
Agency | VML Brazil |
Campaign | I Am |
Advertiser | Starbucks Corporation |
Brand | Starbucks |
Date of First Broadcast/Publication | 2020 / 7 |
Business Sector | Coffee, Tea, Chocolate Drinks, Breakfast Drinks |
Story | VMLY&R São Paulo turned a local Starbucks into a registry office to legally change the names of trans individuals. The action transformed the entire internal structure of the store, making service windows, equipment, signage, teams and processes typical of a registry office. Participants were able to leave the store with official documents recognizing their new names. On the last day of Pride Month, a video titled “I Am,” which highlighted the activation, launched on Starbucks Brazil’s social media. |
Philosophy | At Starbucks, everyone can be whoever they want to be. The proof is that the name written on the cup is exactly the same one the person says. No questions asked. A brand truth that is well-known all over the world. We transformed Starbucks into a notary office in order to legally change the names on the documents of transgender individuals. |
Problem | In Brazil, transgender people have a very hard time getting their names changed on their documents. This is a big problem when it’s time to find a job, see a doctor, go to college, among several other social and psychological issues. |
Result | The project had a number of name exchanges 7x higher than São Paulo’s annual average The project garnered media coverage from all across the globe The I Am project has expanded and became a major program for the trans employees of Starbucks Brasil |
Media Type | Case Study |
Length | |
Chief Creative Officer | Rafael Pitanguy |
Production Company | Piloto Filmes |
Sound Design Company | Tesis |
Creative Director | Rafael Gil |
Creative Director | Isabelle de Vooght |
Creative Director | Rodrigo Almeida |
Copywriter | Breno Oliveira |
Art Director | Pedro Assis |
Art Director | Rick Abreu |