Le Cafe de France Event Promotion
Print, branding, and advertising
Client: World Coffee Events & Café Procope
World Coffee Events (WCE) and Café Procope in Paris came together for a collaborative coffee competition event call “Le Café de France”. This event coordinated by WCE and hosted by Procope, aimed to give competing French baristas a shot at making it to the World Barista Championships, while also bringing their brews to cafe enthusiasts from across the country.
This event sought to bring in visitors and competitors from across the nation of France for a unique celebration of the rich history of coffee in the country. This meant finding ways to create promotional materials which could reach the most rural areas of France, and pull from remote regions of interest. Much of the land in France is used for farming, and a lot of the real estate for promotion is found in things like road and railway signage outside of major cities. These became factors which influenced the decision-making going into producing the assets for the final campaign.
The final promotional campaign tells a story about the major cultural impact of the event, showcasing two paintings hand-made in an impressionist style to build up anticipation for the competition. As visitors and baristas coming from all parts of the country draw closer to the venue, the details of the paintings begin to reveal the bigger picture, until finally they arrive to see and experience the competition for themselves.
