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Oakland born Red Bay Coffee asked Picture+Sound to tell their authentic, amazing story, not only of its iconic brand experience, but also of it’s even more-iconic founder/owner Keba Konte and his mission to bring Beautiful Coffee to the People.
The Set Up
After smoking-hot Red Bay Coffee got its Series A funding, leadership set its sights on expanding to LA, across the country and out to the world. Then asked Picture+Sound to help generate a noisy, unique motion picture vision that would harmonize with it’s new, scrappy in-house marketing group.
The Action
The Picture+Sound creative team got to work. We pounded copious cups of product, burned the midnight oil, then emerged from the black night with a clear vision - go deep.
Then, in 2018 Starbucks shut down for a day for “bias training”, and Keba and Red Bay were implored to have a public conversation about Coffee While Black. But the question was, if this was a national issue, how do you have an intimate conversation on a national stage?
Picture+Sound pulled off a daring and innovative 8k 360 livestream in Philadelphia, hosted on Essence’s 2.5 million subscriber Facebook page, and shared across the globe. A tsunami of real-time social engagement spurned an onslaught of local and national earned media across print, television, blog and radio. Keba walked the neighborhoods in the City of Brotherly Love, and held substantive conversations with local civic leaders and about the cross section of race, culture, commerce and coffee in this charged country.
A 30” brand anthem spot followed. That synergy spilled over into media for the episodic series Black Coffee, an 8 part non-scripted series focusing on the rise and push of Red Bay and its brick and mortar expansion to Los Angeles.
Red Bay was thrilled with the innovative way held their truth and showed their story so we redoubled our focus and expanded our collaboration. A pair of broadcast commercials, a documentary replete with aerials, photos and motion, as well as full integration into Red Bay’s social media machine, continues flourish.
Then, back at Red Bay HQ in Oakland, the hottest, new artist in the country, Jidenna, rocked an off-the-chain, standing room only, surprise concert for his new LP 85 to Africa.
And things just keep building.
The Payoff
Red Bay Coffee inked key distribution partnerships with national and international brands including Air BnB, Whole Foods, Facebook, Pandora Taste, the Oakland A’s, Ladyduck, and more.
The story continues as the episodic Black Coffee focuses on Keba and his team as they bring the “Red Bay way” to Los Angeles and beyond.
