Packed With Goodness
Green Mountain Coffee takes great care in creating the perfect cup of coffee every step of the way, from sourcing beans to roasting and packing. We wanted the viewer to get a snapshot of this intricate process, to understand why the brand’s process matters. They work on the ground with coffee farmers to ensure best farming and sourcing practices, leading to both community improvements and the best cup of coffee possible. The fast paced-narrative is a metaphor of the campaign’s big idea “Packed with Goodness.” It’s an organic extension of our broader goodness story.