Overview

A campaign for Starbucks created around the theme “To: You, From: Us—Warmth for the Heart.” The goal was for everyone touched by the campaign to experience real “warmth for the heart.” A site, called the Forest of Warmth, was set up where people could upload and share heart-warming stories. This “forest” was filled with users’ Christmas episodes related to Starbucks. These episodes warmed people’s hearts, leading them to upload their own heart-warming stories. This campaign birthed a cycle of “warmth and affection” around Starbucks.