Daft Punk photographed by for L’Uomo Vogue, July/August 2013
Marcel Christ (Netherlands) - Big Bang
After graduating with honours from the Academy of Photography in Amsterdam, the Netherlands, photographer Marcel Christ has shot for numerous multinational brands. Working between New York and his native Amsterdam, Marcel is known for his mastery of still lifes which lend and unmistakable life-force to ordinary objects, transforming jewels, shoes and liquids into sleek art forms.
For 2013, Caribou Coffee sought to refocus and evolve its brand presence. The exploration led to a core insight that became a theme for the new campaign: “Life is more than coffee. That’s why there’s coffee.” The theme is an extension of Caribou’s longstanding tagline, “Life is short. Stay awake for it.” and demonstrates how Caribou and its fans view life.
The campaign includes 15 and 30 second television spots, radio, cups, napkins, a 3D billboard, and in-store posters and manifestos. All the work features inspirational “life-isms” meant to encourage fans to think of their coffee as more than just a daily routine, but a personal experience that fuels their day and their passions.
Beautiful photography, iconography and type is intended to draw consumers in, offering a sense of wonder and exploration, inspiring coffee drinkers everywhere to enjoy the best that life has to offer.
2012 US teaser poster for Side Effects (Steven Soderbergh, USA, 2013); Designer: Kellerhouse.