Life's a B*tch, But at Least Your Coffee Is Fairtrade, Says Latest From Moyee

Ethiopian-Dutch Brand Is Back With Another Edgy Campaign

Published On
Feb 25, 2016

Editor's Pick

Ads for fairtrade coffee often appeal to our conscience, showing how the brew benefits growers in developing countries. But a new campaign for Ethiopian-Dutch fairtrade brand Moyee takes a different approach, via some dark comedy with the message that life's unfair, but your coffee isn't.

The campaign by 180 Amsterdam includes the spot seen here, in which a gnarly, aging rockstar sits with a beautiful girl as various undergarments fly into his lap. The voiceover says it's not fair that he could have your wife and your daughter, even though he's "hideous" -- and this is someone's wife AND daughter. At least Moyee FairChain coffee is fairer than that, the ad says.

Another spot uses existential angst about the end of the universe -- "everything we've ever done will be gone" -- to depress us even further before perking up to remind us that there's still fair coffee.

The campaign will run across Europe and also includes radio, print, social and digital executions. All films were shot by director and founder of Camp David Films, Robert Jitzmark.

It's not the first time Moyee has taken a fun approach to marketing its coffee: a campaign last year asked people under the influence of cannabis in Amsterdam's coffee shops to describe the taste of its brew.


Feb 25, 2016
Brand :
Moyee Coffee
Client :
Moyee Coffee
Agency :
180 Amsterdam
Director :
Robert Jitzmark
Production Company :
Camp David Film
President and CCO :
Al Moseley
Managing Director :
Stephen Corlett
Executive Creative Director/Production :
Dan Treichel
Executive Creative Director/Production :
Dave Canning
Creative Director :
Adam Noel
Art Director :
Rachel Kennedy
Copywriter :
Vito Catalani
Producer :
Eline De Roo
Creative Planner :
Vincent Johnson
Brand Director :
Katharina Schablitzki
Producer :
Nicola Jones
Director, Photography :
Jallo Faber
Focus Puller :
Johan Hannu
Production Designer :
Karin Myrenberg
Stylist :
Elsa Fischer
Hair and Make Up :
Johanna Nomiey
Editor :
Jonas Wessman
Editor :
Stefan Strm
Post Production :
Post Production :
Frost VFX
Online :
Samuel Schulthess
Rockstar :
Per-Urban sterman
Rockgirl :
Frida Poole
Voiceover :
John Cavanagh
Equipment :
Dagsljus Stockholm
Audio Post Production :
Wave Studios Amsterdam
Sound Design/Mix :
Randall MacDonald
Founder :
Guido van Staveren van Dijk
Creative Director :
John Weich

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Project Type