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BE SMARTER
DRINKING COFFEE

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DRINKING COFFEE
TO BE SMARTER

 
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You can get coffee anywhere  and we kind of mean that literally. In Indonesia coffee is sold everywhere from boutique temples of single-origin elitism to street corners from guys on bicycles. It’s a market with endless choices and standing out in the minds of coffee drinkers is a very, very difficult task.

 
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In this hyper-competitive atmosphere, Djournal Coffee is an oddity. It’s a chain with impeccable branding. It’s a quality-obsessed coffee outlet like a single-store third wave coven. It approaches a mass market with the ethos of Blue Bottle, but knows that it needs to sell c andy-corn flavored blended coffee drinks to appeal to a broader market.

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What Djournal wanted was an education campaign that would create passionate consumers, which would then educate and breed more passionate consumers. 

 What it needed was
THE DJOURNAL
GUIDE TO COFFEE
And lo, it was good.

 
 
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The Djournal Guide to Coffee was less a social media campaign than it was a serialized coffee-table book published on Tumblr. Stretching to 40,000 words and 250 different illustrations, it was an attempt to bring the entire coffee experience into a single digital space. 

 
 
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The research process was extensive. It began with the coffee farmers of Indonesia’s Sunda-region going out to the farms and documenting the process of growing coffee from planting to harvest.

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The process moved on to the roasters that Djournal sources from. It followed the painstaking process of getting the perfect roast, from inspecting the individual green beans to the second-specific timing o f the roast itself. It personalized an extremely complex and detailed process, and made the roasters themselves the star.

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Finally, the guide moved to the barista themselves. Unlike the push-button slingers of the major chains, the Djournal baristas go through months of training and participate in international competitions. The guide followed the barista and made the entire training process a user-friendly journey.

 
 
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The Guide was published on Tumblr, one entry a day, for two months. It was supported by three supplementary posts of Instagram giving even greater depth to the subject matter and cracking a litany of pop-culture jokes to poke holes in the self-seriousness that can sometimes overtake the coffee industry.

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The Guide was never intended to be a viral hit, it was intended to be a piece of evergreen content that would only grow more important with every reference, reblog, and industry mention. At present, there are over five hundred industry specific call-outs of Guide material across the internet.

 
 
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The material has also been a source of collateral for Djournal outlets, the art repurposed as murals, the copy used on coasters, the jokes put on t-shirts.

The Guide was intended to be something that would live well-beyond the Internet’s 1-day attention span.

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IN THAT, WE’RE
PRETTY CERTAIN
WE’VE SUCCEEDED.