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Creative Director | Writer
Most of us take our names for granted. But for people who've transitioned to names they've chosen themselves, they're a massive part of their identity.
We created a TV spot that showed what the simple act of having their name written on a Starbucks cup - without fuss or judgment - could mean to one individual.
This script won C4's Diversity in Advertising Award, winning £1M of media which funded Starbucks' first ever UK TV ad. It went on to become Iris Worldwide's most-awarded piece of work ever, including bagging a Gold Cannes Lion for Creative Strategy.
Created with: Richard Peretti
Director: Nicolas Jack Davies
This was part of a much bigger campaign.
The TV script was validated by true stories we'd found on YouTube and on podcasts. People were actually trying out their new names in Starbucks!
So we made a series of 'moving portraits' where real people told the stories behind their names - shown in-store, on TV & VOD and on socials.
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Any brand can stick a rainbow next to their logo. But Starbucks has a track record for supporting the LGBT+ community and we wanted to actually make a difference.
So we teamed up with Mermaids - a charity that supports young transgender people - to raise at least £100,000 for their helpline through a limited edition Mermaids cookie.
And we opened up stores across the UK to the charity, so people who need help have a safe, neutral space for their monthly meet-ups.