The Brief: For this campaign, Annex88 was challenged by Keurig to create a paid social forward campaign to speak to a specific generation of Keurig users: the "New Responsibles." This Gen-Z target was new to adulthood with an awareness of cost, space, convenience, and trying to find an alternative to the daily coffee shop trip. Enter the K-Mini Plus with a more mature grown-up style.

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Here we created a mini-campaign which reflected 5 different environments the size-friendly brewer could occupy within a small starter apartment. We paired these with cheeky copy about the challenges of the new-to-adulthood target. The copy highlighted the 3 main RTBs of size, convenience, and cost.

 

In total we created 10 Pieces of content adapted across 4 different platforms, that ran for 3 weeks.

Role: Concept Development | Set Design | Art Direction | Design | Styling | Copywriting Support

 

ECD: Florent Imbert
Senior Creative: Angela Renai Comer

AD: Mikayla Madigan

CW: Samantha Reece

OTHER CREDITS: Photo: Lena Nicholson, Hand Modeling: Mikayla Madigan

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Agency: Annex 88 + Havas