Meet yourcoffee.

Concept,Copywriting,Illustration,Motion

Animated web ads for Puku Puku, microlot coffee from Peru

The problem

Most coffee comes from “somewhere in the south.”

Vague origins. Faceless plantations. Traceability that ends at the country name, if you’re lucky.

Puku Puku sells microlot coffee: every bag traces back to one farm, one plot and one farmer. That’s rare, it’s personal, and it’s a much better story than a mountain silhouette and the word “artisanal.”

So the ads skip the rhetoric and just show their work.

The trace

Usually the trail goes cold at the country name. This one keeps going.

5,000 mifrom the shelf to the farm

  1. This bag.

    On a grocery shelf, minding its own business.

  2. South America.

    (Where most coffee labels give up.)

  3. Peru.

    Getting warmer.

  4. Cusco.

    The region.

  5. Quellouno, Canelón.

    Then a district. Then a smaller one.

  6. 1,800 metres up.

    One plot, on one hillside.

  7. Vicente Pedraza.

    The man who grew it. 5,000 miles, zero mystery.

    Illustrated portrait of Vicente in a straw hat, smiling among coffee plants, holding a sack of red coffee cherries.

The answer

Five frames, 5,000 miles, one guy named Vicente.

Fifteen seconds that walk you from the bag in your hand to the person who grew what’s inside it. No adjectives until the very last frame, and by then they’ve earned it.

Vicente is a custom illustration, so the hero of the ad is a person, not a product shot. The real crew shows up at the end, to prove he’s not the only one.

  1. See this bag? A Puku Puku coffee bag hangs from a red string.
    01The hook
  2. Close-up of the map on the bag: We can trace it back 5,000 miles.
    02The proof
  3. Illustrated farmer holding a sack of coffee cherries: To Vicente’s family farm in Cusco, Peru.
    03The person
  4. That’s traceable Peruvian coffee, with “traceable” highlighted in green.
    04The point
  5. The Puku Puku crew on the farm: Traceable. Transparent. Tasty. Shop now.
    05The push

In the wild

Four standard sizes. Same trip every time.

Leaderboard, billboard, half page, inline rectangle. Each one tells the whole story, whether it gets 90 pixels of height or 600.

Here they are where they’d actually live: next to the news.

The Daily Grind
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Local

Area man has no idea where his coffee comes from

“Somewhere in the south,” he told reporters, between sips.

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Offline

And for the people who occasionally leave the house.

Right by the grocery store doors, where the bag actually lives, the question turns into an invitation:Ask us about this bag.

Same dashed line, same map, same Vicente. Now at a walking pace.

Poster on a wooden wall beside a grocery store entrance, shoppers blurring past: Ask us about this bag. We’ll tell you about Vicente’s family farm in Cusco, Peru. A dashed line runs from an illustration of Vicente to his farm on the bag’s map.

Coffee with a name on it.

No rhetoric, no mountain silhouettes. Just the fact that this came from someone specific, and he has a name, a farm and a very good hat.

Spec work: Puku Puku didn’t ask. This idea is fully traceable, though.