Life's a B*tch, But at Least Your Coffee Is Fairtrade, Says Latest From Moyee

Ethiopian-Dutch Brand Is Back With Another Edgy Campaign

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Ads for fairtrade coffee often appeal to our conscience, showing how the brew benefits growers in developing countries. But a new campaign for Ethiopian-Dutch fairtrade brand Moyee takes a different approach, via some dark comedy with the message that life's unfair, but your coffee isn't.

The campaign by 180 Amsterdam includes the spot seen here, in which a gnarly, aging rockstar sits with a beautiful girl as various undergarments fly into his lap. The voiceover says it's not fair that he could have your wife and your daughter, even though he's "hideous" -- and this is someone's wife AND daughter. At least Moyee FairChain coffee is fairer than that, the ad says.

Another spot uses existential angst about the end of the universe -- "everything we've ever done will be gone" -- to depress us even further before perking up to remind us that there's still fair coffee.

The campaign will run across Europe and also includes radio, print, social and digital executions. All films were shot by director and founder of Camp David Films, Robert Jitzmark.

It's not the first time Moyee has taken a fun approach to marketing its coffee: a campaign last year asked people under the influence of cannabis in Amsterdam's coffee shops to describe the taste of its brew.

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About

Credits
Date
Feb 25, 2016
Agency:
180 Amsterdam
Client:
Moyee Coffee
President and CCO:
Al Moseley
MD:
Stephen Corlett
ECD:
Dan Treichel
ECD:
Dave Canning
CD:
Adam Noel
Art Director:
Rachel Kennedy
Copy Writer:
Vito Catalani
Producer:
Eline De Roo
Planner:
Vincent Johnson
Brand Director:
Katharina Schablitzki
Director:
Robert Jitzmark
Production Company:
Camp David Film
Producer:
Nicola Jones
DOP:
Jallo Faber
Focus Puller:
Johan Hannu
Production Designer:
Karin Myrenberg
Stylist:
Elsa Fischer
Hair & Make Up:
Johanna Nomiey
Editor:
Jonas Wessman
Editor:
Stefan Ström
Post Production:
MPC
Post Production:
Frost VFX
Online:
Samuel Schulthess
Rockstar:
Per-Urban Österman
Rockgirl:
Frida Poole
Voice Over:
John Cavanagh
Equipment:
Dagsljus Stockholm
Audio Post Production:
Wave Studios Amsterdam
Sound Design & Mix:
Randall MacDonald
Founder:
Guido van Staveren van Dijk
Creative Director:
John Weich

See more credits

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