This is a radio advertising campaign for Gravity Coffee that didn't involve buying traditional time slots. We partnered with a radio station and used their staff as the talent.

We started by recruiting an intern. Her first task was to make coffee for the DJ?s. She failed miserably of course.

Then we dropped a big surprise on her, live on air - she had just one week to fly to El Salvador, pick 6000 beans, bring them back to NZ, roast them and get barista training. Then return to the radio station at the end of the week to make the perfect coffee live on air.

There were radio promos and live crosses each day, daily blog posts, video updates on Facebook and even a competition to name the new blend.

We even shot the whole adventure and turned it into a series of TV ads.