LIFULL - "PROUD LIBERICA COFFEE" by CLIO Awards 2024
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| Title | PROUD LIBERICA COFFEE |
| Brief | The Philippines was once a coffee-nation, however, due to some reasons such as the increased export competition, the epidemic of the coffee rust disease, and the expansion of international coffee businesses in the marketplace, coffee farmers are now facing chronic poverty, forced to convert crops or to leave farming, and held in this negative spiral. As part of 'Earth Cuisine', an initiative which has been introducing new products to tackle social problems for a sustainable world, LIFULL decided to take action for realizing a sustainable coffee-tree-growing environment to help farmers out from poverty.We designed a unique ecosystem to make it a more relatable issue for all coffee lovers/stakeholders including coffee manufacturers, coffee shops, farmers and consumers. We did this by using waste material such as coffee leaves, wood, flowers and cascara and by designing a transparent coffee syrup, which was made with transparency in every aspect, and delivered new coffee experiences and new values of coffee to consumers as well as businesses and offered new profit sources to the coffee farms. We successfully expanded the network of project supporters by sharing all details of the project with high transparency on the web as open data for third-party commercial use. |
| Campaign | Proud Liberica Coffee |
| Advertiser | LIFULL Co., Ltd. |
| Brand | LIFULL |
| Date of First Broadcast/Publication | Subscribers Only |
| Business Sector | Subscribers Only |
| Story | Subscribers Only |
| Media Type | Case Study |
| CCO / Creative Director / Planner | K...i Ka....ki Subscribers Only |
| Coffee Consultant / Planner | Hi....ri I...i Subscribers Only |
| Project Manager Philippines | M....el H...is C...in Subscribers Only |
| Art Director / Planner | T...ya M...da Subscribers Only |
| Art Director / Designer | A....ro Ku....ra Subscribers Only |
| Designer | ..h O...o Subscribers Only |
| Designer | S..i F...ta Subscribers Only |
| Copywriter | T....hi Yo....ka Subscribers Only |
| Copywriter | ..o Subscribers Only |
| Operation Manager / Food Scientist | S....hi H...ta Subscribers Only |
| Project Manager | ..i O...a Subscribers Only |
| Project Manager | A...i S...i Subscribers Only |
| Project Manager | Ma.....ge U...a Subscribers Only |
| Project Manager / Researcher | N....ki H..a Subscribers Only |
| Farm Material Procurement | ..u Ba....ar Subscribers Only |
| Photography / Video | E...a Sa....ha V....co ..u Subscribers Only |
| Researcher / Writer | J....ne .. R...s Subscribers Only |
| Head R&D | J...ne Sa....a- D...ta Subscribers Only |
| R&D Staff | J....le Va.....ela Subscribers Only |
| Assistant R&D | Kr....ne N...ga Subscribers Only |
| Provincial Director DTI Laguna | C...ke N...ao Subscribers Only |
| Head of COOP | Ha....on ..y Di....te Subscribers Only |
| Lead Farmer | Fe.....mo P...in Subscribers Only |
| PR | Y....ko T...ma Subscribers Only |
| PR | S...o N...ri Subscribers Only |
| PR | ..o K..o Subscribers Only |
| Researcher | T....sa H...se Subscribers Only |
| Photographer | N...o Is....ru Subscribers Only |
| Props Stylist | T....ki A...ma Subscribers Only |
| Project Manager | H...ki Ya....ki Subscribers Only |
| Project Manager | S..i K...ra Subscribers Only |
| Frontend Engineer | K...i A....ne Subscribers Only |