Campaign details
Brand: Taylors CoffeeAgency: Lucky Generals
Summary
As planners, we're a bit afraid of the obvious. It makes us look like we're not adding enough value. Where's the audacious pivot? Where's the unexpected leap?
This is a story about how planning overcame its fear of the obvious, recognised obviousness as a powerful strategic platform, championed and protected the obvious, and ultimately proved its commercial worth.
The result was a campaign that wondered aloud how Taylors, in 130 years of coffee making, had managed to overlook the rather obvious idea of putting fresh coffee in bags.
It...