For its new Cinema and OOH campaign, Frank and Honest wanted to be honest about its commitments to sustainability: how it sources its coffee from Rainforest Alliance Certified Farms that benefit forests, communities and wildlife.
Initially, the brand team discussed sending a film crew to South America to create an ad campaign that highlighted these efforts, but to be frank and honest, that it wouldn't be a very sustainable way to talk about sustainability.
Instead, Frank and Honest took the decision to fake the footage, shooting in garden centres and paddling pools instead of flying to South America, highlighting its sustainability message with a sustainably shot ad campaign and a few lol moments along the way.
The message is clear. You can fake footage of South America, but you can't fake genuine commitment to sustainability and you can't fake great-tasting coffee.