Starbucks has a long history of supporting the LGBT community, and this beautiful ad in partnership with Iris Worldwide was no different. #WhatsYourName depicts the challenges of James, a transgender man who is transitioning and does not identify with his birth name ‘Jemma.’

The brief, powerful 60” film recognises that every name has a story and it shows support to all the transgender people in the LGBTQ+ community, led by the understanding that only 0.3% of TV adverts feature a transgender person. An amazing campaign that extended in store as well, thanks to the introduction of Mermaid Cookies to support the Mermaids charity. The campaign won Channel 4’s 2019 Diversity in Advertising Award.

The theme of this year’s Channel 4’s Diversity in Advertising Award was challenging the lack of representation and stereotyping of the LGBT+ community in advertising.

Based on the insight that only 0.3% of TV adverts feature a transgender person, despite the community making up an estimated 1% of the population, we saw an opportunity for Starbucks to re-ignite itself as a progressive brand, by building on it’s strong heritage with the LGBT+ community.

The integrated brand campaign, #whatsyourname, focuses on the importance of identity and acceptance. It takes Starbucks’ signature act of writing people’s names on cups and brings that to life in the most powerful way.

It builds on an insight that members of the transgender community often try out their new identity for the first time in a Starbucks store – an open and safe space where they feel welcomed. Whilst an everyday interaction for many, giving your name to a barista for the transgender community becomes a truly significant moment as they are recognised as who they want to be.

Using the £1 million media awarded from Channel 4 we were able give airtime to this under-represented community and tell their unique stories.

In order to land the work in an authentic and sensitive way, we worked closely with transgender individuals to develop the narratives, and throughout the production process. We casted real people, not actors, to genuinely bring the stories to life – both in the main TVC and in the accompanying ‘moving portraits’.

The 60 second TV ad depicts the challenges of ‘James’ who is transitioning and does not identify with his birth-name ‘Jemma’. Throughout the piece James is called ‘Jemma’ by others during everyday occurrences until the ad culminates with him trying out his chosen name for the first time at a Starbucks store. He responds as ‘James’ when the barista asks his name which is then written on a Starbucks cup, and called out when James’s coffee is ready.

In addition to the TV ad we also gave a platform to real trans people so they could tell the stories behind their chosen names in a series of ‘Moving Portraits’ that played out on TV, online, OOH and instore.

To extend Starbucks continued involvement support, we partnered with the charity Mermaids who offer support to the young transgender community and their families. We consulted with them throughout the entire process, from insight and casting to the launch of a limited-edition fundraising cookie in Starbucks stores across the UK. Starbucks will be donating 50p of every ‘Mermaid cookie’ sold in a bid to raise over £100k for the charity. The cookie sales will help grow the Mermaid’s helpline service, which provides vital support to young trans people and their families, by allowing the charity to employ an additional helpline operator, extend its opening hours and expand its webchat service.

Date created: February 2020
Date published: 3 February 2020

MADEIT CREDITS
 Starbucks - Client
 Oliver Rushton - Agency Producer
 Adam Brocklebank - Production / Delivery
 Anny Heyden - Creative
 Beth Carroll - Social
 Billy Thomas - Artwork
 Cat Wood - Retouching
 Eli Vasiliou - Creative Director
 Emily Hendrey - Agency Producer
 Giulia Frassine - Creative
 Hannah Cooper - Production Company Producer
 James Butt - Design
 Jennifer Clark - Production / Delivery
 Jess Leonard - Design
 Jody Brown - Art production
 Josh West - Design
 Katrina Loosemore - Design
 Kyle Nagle - Artwork
 Murat Ince - Artwork
 Nicolas Jack Davies - Film Director
 Nicole Vanner - Design
 Paris Bennett - Art production
 Raj Thambirajah - Planning Director
 Rebecca Koss - Artwork
 Rebecca Ransom - Motion
 Roger Norris - Design
 Stephen Bennett - Account Director
 Syd Harvey - Agency Producer
 Time Based Arts - Post Production Company
 Tom Langan - Social
 Tom Park - Artwork
 Ula Pontikos - D.O.P
 Vino Vethavanam - Editorial
 Mike Tsang - Motion
 Kevin Relf - Retouching
 Factory Studios Ltd - Sound Company
 Olivier Darriet - Fisher - Agency Producer
 Iris
 Sweetshop - Production Agency
 Grant Hunter - Executive Creative Director
 Matt Gray - Creative
 Rachel Geraghty - PR
 Lu Howlett - Art production
 Amy Bryson - Managing Partner
 Rachel Goodger - Editing House
 Mollie Wade - Design
 Richard Peretti - Creative Director
 Peter Maynard - Agency Producer
 Guy Cain - Production / Delivery
 Florence Evans - Senior Planner
 Elisha Pearce - Business Director
 Chaz Callingham-Woods - Social