Starbucks 星巴克?共愛地球?廣告運(yùn)動(dòng): The Big Picture
西雅圖2010年4月12 日—星巴克公司（NASDAQ：SBUX）采用大膽舉措，鼓勵(lì)顧客積極參與環(huán)保行動(dòng)，棄用紙杯，改用可重復(fù)使用的旅行杯。該廣告運(yùn)動(dòng)告訴人們：一個(gè)人可以挽救一顆樹，一群人就可以挽救森林。4月15日，顧客如自帶隨行杯光臨參與活動(dòng)的任一星巴克門店，即可免費(fèi)獲贈(zèng)滴濾咖啡一杯。3月份在紐約，已經(jīng)有上千人響應(yīng)倡議，積極加入該活動(dòng)。
該活動(dòng)是星巴克長(zhǎng)期攜手顧客共同降低對(duì)環(huán)境影響的系列舉措之一。1985年起，星巴克就以提供折扣優(yōu)惠的方式鼓勵(lì)消費(fèi)者選用可重復(fù)使用的杯具。以下是倡導(dǎo)該運(yùn)動(dòng)的廣告視頻：
Join the movement. On April 15th, bring a reusable travel mug into your local Starbucks and get a free brewed coffee.
One person can save trees, together we can save forests.
For the good of the planet, Starbucks is encouraging everyone to switch from paper cups to reusable travel mugs. One day in March thousands of New Yorkers made the switch. Join them now by taking a pledge to do the same.
Client: Starbucks
Title: The Big Picture
Agency: BBDO, New York
Production Company: Park Pictures, New York
Director: Lance Acord
Chairman, Chief Creative Officer, North America: David Lubars
Senior Creative Director: Linda Honan
Art Directors: Kim Haxton, Stuart Matz
Director of Integrated Production: Brian DiLorenzo
Content Producer: Nicholas Gaul
Executive Producer, Music: Rani Vaz
Executive Producer: Jackie Kelman Bisbee
DP: Lance Acord
Line Producer: Caroline Kousidonis
Production Designer: Clem Price Thomas
Editor: Steve Gandolfi @ Cut + Run
Online/Conform: Method Studios
Color Grading: Stefan Sonnenfeld @ Company 3
Music: "Let?s Go Surfing" by The Drums
Keywords: Starbucks, 'reusable tumbler', 'the drums'
延伸閱讀：
星巴克™共愛地球™平臺(tái)官網(wǎng)地址：http://www.starbucks.com.cn/SharedPlanet/
星巴克建立™共愛地球™平臺(tái)，承諾引領(lǐng)全球環(huán)保行動(dòng)。其中一項(xiàng)目標(biāo)是在2015年前實(shí)現(xiàn)全部采用可重復(fù)使用或可循環(huán)利用的紙杯。在官網(wǎng)Starbucks.com/responsibility上公布的最新星巴克“全球責(zé)任報(bào)告”指出，2009財(cái)年，美國(guó)，加拿大以及英國(guó)境內(nèi)星巴克門店共有超過2600萬杯飲品通過可重復(fù)使用的杯具售出。這一簡(jiǎn)單的改變至少讓120萬磅紙免于變身紙杯被棄置垃圾堆。
