The Guardian: #guardiancoffee

Mohawk

The team

Simon Crosbie – Founding Partner
Mark Doyle – Strategy Partner
Tim Hunt – Marketing Director
David Rendle – Digital Partner
Nina Zimmermann – Creative Director and Partner
Verity Mitchell – Media Manager
Jemima Kiss – Head of Technology Editorial

How did the campaign make a difference?

#guardiancoffee is a coffee shop like no other: the coffee's served by local artisans, the furniture with integrated iPads was laser-cut by digital furniture makers, and live data is relayed on the media wall. #guardiancoffee trended on Twitter within hours of opening. It's also sold 15,000 coffees and beverages to over 20,000 customers.

What details of the strategy make this a winning entry?