WHAT'S YOUR NAME

Silver Eurobest Award

Case Film

Film

TitleWHAT'S YOUR NAME
BrandSTARBUCKS
Category F07. Corporate Purpose & Social Responsibility
Product/ServiceSTARBUCKS COFFEE SHOPS
Entrant IRIS London, UNITED KINGDOM
Idea Creation IRIS London, UNITED KINGDOM
Media Placement HAVAS MEDIA London, UNITED KINGDOM
Media Placement 2 TENTHREE EDITING London, UNITED KINGDOM
Production SWEETSHOP London, UNITED KINGDOM
Credits
Name Company Position
Richard Blaxill Iris Senior Integrated Producer
Amy Bryson Iris Chief Marketing Officer
Giulia Frassine Iris Art Director
Matt Gray Iris Creative
Emily Hendry Iris Moving image producer
Anny Heyden Iris Copywriter
Grant Hunter Iris Global Executive Creative Director
Katrina Loosemore Iris Designer
Elisha Pearce Iris Business Director
Richard Peretti Iris Senior creative
Raj Thambirajah Iris Strategy Director
Elinor Vasiliou Iris Associate Creative Director

Write a short summary of what happens in the film

‘What’s your name?’ is about the signature Starbucks act of writing your name on your cup; an everyday gesture many of us take for granted, but which can be a significant act of acceptance for transgender people on a journey of self-identity. The film tells the story of a young trans man facing the everyday challenge of repeatedly being called a name he doesn’t identify with – even by family. It culminates with him trying out his chosen name for the first time at a Starbucks store, by asking to have the name James written on a cup, which is called out by a barista.

Please tell us how the brand purpose inspired the work

Starbucks’ purpose since its inception has been to ‘Nurture the human spirit, one cup, one person and one community at a time’. This was about care. Care for the coffee it serves and care for the people that frequent their stores, from partners (staff) to customers. Warm-spirited service on a first name basis is what Starbucks brought to the UK and the ‘third place’ they offered between home and work was one of comfort and safety. It is this sentiment that lead to ongoing support of the LGBT+ community. And with a 81% increase in hate crime against the Trans community in the UK in the last year, the conversation around identity needed to be opened up. The narrative of the film is based on true stories of Trans people trying out their name in Starbucks stores. This authentic brand experience is at the heart of the campaign.