Title	COFFEE VS GANGS
Brand	MONDELÉZ
Product/Service	INSTANT COFFEE MANUFACTURER
Category	A02. Drinks (Alcoholic & Non-Alcoholic)
Entrant Company	J. WALTER THOMPSON London, UNITED KINGDOM
Advertising Agency	J. WALTER THOMPSON London, UNITED KINGDOM
Media Agency	PHD MEDIA London, UNITED KINGDOM
Production Company	RSA FILMS London, UNITED KINGDOM

Name	Company	Position
Russell Ramsey	J. Walter Thompson	Executive Creative Director
Jaspar Shelbourne	J. Walter Thompson	Global Creative Director
Matt Leach	J. Walter Thompson	Creative
Jess Oudot	J. Walter Thompson	Creative
Lula Boardman	J. Walter Thompson	TV Producer
Neil Godber	J. Walter Thompson	Planner
Helen St Quintin	J. Walter Thompson	Planner
Paul Kirkley	J. Walter Thompson	Global Director
Adrian Ash	J. Walter Thompson	Account Manager
Emma Howarth	J. Walter Thompson	Board Account Director
Patrick Netherton	J. Walter Thompson	Account Director
Caitlin O'Keefe	J. Walter Thompson	Account Director
Angus Flockhart	J. Walter Thompson	Account Director
Sarah Nugent	PHD Media	Media Planner
Rebecca Stafford	PHD Media	Media Planner
Johnny Hardstaff	RSA	Director
Annabel Ridley	RSA	Executive Producer
John Smith	The Whitehouse	Editor
Dan Weinbery	Greek Street Studios	Sound Design Arrangement
Colin Smith/Simon Elms	Eclectic	Music

The Campaign

The film, which features animated tattoos, follows a teenager who is in danger of joining a gang, being brought into Kenco's farming project. Tattoos are synonymous with gang life in Honduras and the animated tattoos are used to symbolise the boy's rejection of this life, in favour of a life in coffee farming. The beginning of the spot sees the boy cycling through the ghettos of Honduras, he rides past a roadside tribute to a murder victim. On the boy's back, we can see animated tattoos that show a figure being rounded on by a group and killed. The boy then gets off his bike and finds a group of gang members that are trying to recruit him. He resists and decides to choose coffee farming. We then see him on a bus, leaving the clearly troubled area. He disembarks the bus in the countryside where he is seen picking coffee beans along side his tutor. The negative tattoos on the boy's skin have changed to thriving coffee plants. Lastly, the boy is seen partaking in a water fight with a fellow Coffee Vs. Gangs participant.