L'AFFARE
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Service:
Campaign
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Year:
2022
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Creative Direction:
Chris Bleackley
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Senior Creative:
Joe Stuart
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Editing:
Ollie Stent
To launch Amp'd Fruit and Sweet Velvet, L'AFFARE needed more than a traditional product campaign.
These were distinctive new coffee blends created by people deeply obsessed with flavour, craft, and experimentation. The launch needed to feel just as memorable as the coffees themselves.
The Challenge:
Most product launches rely on advertising, sampling, and predictable brand experiences.
The challenge was creating genuine curiosity around two new coffee variants while giving people a reason to engage with them in a more meaningful and memorable way.
Rather than telling people what to expect, we wanted them to experience it for themselves.
The Approach:
We developed a cryptically unbranded campaign built around a journey into the unknown.
Guests were invited into two distinct immersive worlds, each designed to reflect the personality and characteristics of a different coffee blend. Only after the experience were the coffees revealed, allowing attendees to connect flavour with the environments they had just explored.
The audience—made up of Wellington's creative community, tastemakers, and influencers—became part of the story rather than simply spectators.
The Outcome:
The result was a launch experience that transformed a product release into something memorable, immersive, and highly shareable.
By building anticipation, curiosity, and discovery into the campaign, the launch reflected the same creativity and originality found within the coffees themselves.