This was our goal: we needed to involve people in happiness by creating a viral and shared experience.
Pleasure is lying in small daily experiences: sip and calmly taste one good coffee and let it release in your mouth, in your papillae, in your nose and in your brain millions of sensations which remember you who you are, where you come from, what do you do, this is indeed great.
This is the point: who we are but also who these people drinking and enjoying coffee around us are… they look as drinking sips of happiness….
When we had first been introduced to this project, they told us that we needed to explain a journey among people, to understand them and their lifestyles. The traveler was Gabriele Galimberti, a photographer who met people all over the world to chat with them openly whilst drinking one coffee at home.
A project which looked simple and very contemporary but at the same time intellectually complicated: the target was to build an actual net among people, the Coffee Surfing, using the viral character of the initiative and to preserve it unaltered in time and space after the trip was ended.
We decided then to cut any frills, to drastically reduce any graphic and narrative licence and play our game in a basic mode building a surfing experience with a big creative appeal, capable to emphasize images and persons and to actually reach all receivers.
This way we converted a traditional site concept into a media and multimedia tool, which is somehow a trip through an open, borderless universe where people meet for one coffee and unveil each other through images and words.
A patchwork of photos, a curiosity and lifestyle show-case in which each visitor may get lost whilst he wishes to understand where do these objects, persons, stories come from.
This is how our little, big success was born.