Starbucks - "I Am"

VML Brazil

VML Brazil São Paulo, Brazil

Awards

3075

This ad is part of the ACT Responsible Collection

Brand: Starbucks
Country: Brazil

Advertiser: Starbucks Corporation

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	174 seconds
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