TIMPAS

for JOE COFFEE

At Publicis NY, Joe Coffee gives out free coffee. Great… for everyone who isn’t a barista. Let’s be real. No one tips when it’s free.

Which begs the question: when are people most generous? The holidays, duh.

So we created Tipmas, a fake holiday all about tipping. Because generosity shouldn’t be seasonal.

Merry Tipmas, ya filthy animals!

OUT OF HOME

We designed custom icons inspired by ugly Christmas sweaters. Each one doubled as a QR code, so people could tip baristas on the spot.

DIGITAL ACTIVATION

We created Tippy, a fictional Tipmas character. The only way to stop his mischief? Tip.

Scan the QR code, fill the jar, and watch Tippy drown in real time.

IRL ACTIVATION

We turned Joe Coffee into a holiday scene, with Tipmas Dollars transformed into a money tree, garland, and gift wrap.

Then we dropped limited-edition cups to get coffee fans hyped.

RESULTS

During Tipmas week, tips shot up 575 percent. Tipmas cheer? Up a bajillion percent.

COPYWRITER: JORDAN WISSLER + MAGGIE ANDERSON

ART DIRECTOR: LEILANI MITCHELL + KYLE URSIN

CREATIVE TECH STRATEGIST: KAI SAHW

PRODUCER: WALER RAY ALLEN III

CD: MADDY BALDWIN, JUAN AGUILAR, MARIE STRYCHARZ + PEDRO SAMPAIO

AGENCY: LE TRUC