Maxwell house wanted to break with perception that over-the-top fancy coffee is the only way to go. The brand made a bold move to show that "Good Coffee Can Actually Be Simple" with this very first major brand campaign in the Chinese market
We crafted a tangible papercraft world to deliver the message in a humoristic, cheeky and fun way. Mr. Latte, a bold, pretentious and self-obsessed character who loves taking pictures of himself, embodies the current state of café culture; He just loves taking pictures of that foam art!
He eventually gets what’s coming to him, being crushed by a cup of Maxwell House instant coffee.
Project breakdown can be seen here - creativeimmortal.com/maxwellhouse