Experience & Global
Blue Bottle Coffee
Seven minutes is a break.
Supplied visual reference
Blue Bottle, to go. This campaign asks students to stay.
The brief / 06
A finals-week concept that turns the wait for a pour-over into a pause for students.
01Challenge
During finals, students treat coffee as fuel and every minute of waiting as wasted time.
02Insight
A slow pour-over takes about seven minutes. In finals week, those may be the only seven minutes of a student's day without a screen.
03Concept
Slow Bar. A finals-week bar with no Wi-Fi, an hourglass on every table and a postcard to write while you wait. The wait becomes the break.
Why it works
Students see the wait as wasted time. The Slow Bar makes the seven-minute pour-over the break itself.
Slow Bar / Proposed guest journey
Seven minutes, five moments.
- 01
Enter
- 02
Order and take an hourglass
- 03
Seven minutes at the slow bar
- 04
Pick up
- 05
Leave with a postcard