Kelly Clarkson in Peru and
Three Continent Blend Coffee

Green Mountain Coffee gave me the opportunity of a lifetime: fly to Peru with Kelly Clarkson to learn about Fair Trade! We visited a coffee farm high in the Andes. She learned about the Fair Trade coffee process from growing crops and picking beans, to drying, processing and tasting. Afterwards she gave a beautiful concert to the small village. You wouldn't believe the intensity, emotion and passion conveyed from Kelly's unamplified voice and Eben Eubank's acoustic guitar. All the kids were dancing! I'm very happy we had Derin Thorpe to capture Kelly's experiences.

To celebrate Kelly's trip Green Mountain Coffee produced a special blend called Three Continent Blend that brought together Fair Trade coffee from Sumatra, Ethiopia and Peru.

Distilling down these experiences and elements into a campaign was challenging. 

I started with the logo design. I wanted it to convey coffee quality, the positivity of helping farmers have a better life, and the empowering feeling of Kelly's music. 

From there we created a Kelly Clarkson Travel Diary, where her journey was narrated in her own handwriting, and where her photos and souvenirs were collected. We used this trompe l'oeil style diary in social, digital, and print ads that appeared in food and entertainment magazines. A full-sized four page travelogue appeared in People Magazine.

Y&R was the lead creative agency, and I worked to integrate the campaign with the client and cross-discipline agencies who specialized in PR, social, shopper marketing, word-of-mouth buzz marketing.

We created a Choose Fair Trade website, featuring Kelly's Travel Diary with pages that turned. Sprinkled throughout the diary are photos, observations and videos. The parallaxling, responsive site also has animated infographics to tell the Fair Trade story -- as well as a strong drive to sample Three Continent Blend coffee. Special recognition goes to Derek Winegar for his help designing and creating this site. Check out Choose Fair Trade.