Creativity
Starbucks Honors the Originals Among Us in New Regional Campaign by IMPACT BBDO
by Gaya Salam
October 12, 2025
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AdvertisementStarbucks MENA has unveiled its new region-wide campaign ‘Original Knows Original’. It is designed to reaffirm the brand’s promise of offering customers a place to be themselves— from personalizing their coffee to expressing their authenticity in any way they choose.
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Currently live in the UAE, Saudi Arabia and Kuwait, the multi-phase campaign was tailored to each of the markets in terms of the visual look, dialects and cultural nuances.
The campaign kicked off with a film celebrating the originality of Starbucks’ customers. This was supported across the region with an OOH campaign across over 5,000 placements, a radio campaign and instore activations.
The social media content included a series of 20 social-exclusive edits featuring supporting characters from the hero film.
In the next phase that’s now live, the OOH campaign features originals in real life, who were discovered through street casting.
The second phase pushes the idea further, featuring real people cast from the streets and Starbucks baristas offering behind-the-scenes glimpses into what makes the brand’s spirit original. Influencers also join the conversation, sharing their own stories of authenticity and individuality.
Rahat Reza, Starbucks MENA Marketing Director, commented, “For over 25 years, Starbucks has been part of the everyday rhythm of life in MENA, a place where no two orders, names, or stories are ever quite the same.
As a pioneer in shaping global coffee culture, Starbucks aims “to continue to welcome each new generation as they are, creating spaces where individuality and connection thrive,” as Reza noted.
“Original Knows Original celebrates that connection and the small, human details that make every cup uniquely personal.”
This campaign is indeed intended to celebrate connection, individuality, and the people Starbucks welcome into their coffeehouses each day.
Ali Rez, Chief Creative Officer at IMPACT BBDO Group, said, “This project has exemplified from the beginning the remarkable outcomes that a strong partnership between agency and brand can achieve. It has been a true pleasure to develop this Starbucks campaign together, which beautifully reflects the unique spirit of the MENA region.”
Developed by IMPACT BBDO in partnership with Wonderful Productions and Where Is This, the campaign runs until the end of the year, continuing Starbucks’ mission to make every space a home for originality and connection.
