Caffe Paradiso
Located on the border between campus and the cobblestoned streets of Urbana, Caffe Paradiso has always been a haven for hipsters and those who hail coffee.
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After performing primary research, we discovered our key insight: people go to Caffe Paradiso for the warm, quirky environment and artsy aesthetic.
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The creative concept of our 3-ad campaign revolved around the sensory experience of being in a homey coffeeshop. When described, people in our survey said Caffe Paradiso reminded them of home: the smell of freshly ground beans, the feel of a cozy armchair, and the warmth of a cup of coffee.
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Drinking coffee in a cafe is an experience. The environment, aesthetic, and presentation of the coffee matters. There's more to coffee than just drinking it. We found that consumers craved experience, which they valued over over quality and price, that is cozy and Instagram-able.
Credits
Strategist: Jamie Gordon
Account: Sierra Reed
Media: Jacob Huhsman
Creative: Kat Williams & Julia Fiore
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Course: ADV 150
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