| 剧情简介 | This campaign re-ignited Starbucks as a progressive brand, building on its strong heritage with the LGBT+ community. It was sparked by the fact that only 0.3% of TV adverts feature a transgender person, despite the community making up around 1% of the population.#whatsyourname is about the signature Starbucks act of writing your name on your cup; an everyday gesture many of us take for granted, but which can be a significant act of acceptance for transgender people. This was borne out through our own research, which showed trans people actually use Starbucks as a safe place to try their chosen names.Developed with the trans community, we created a commercial film that tells the authentic story of trying out a name in Starbucks through the experience of one fictionalised individual – James. In the film, he’s deadnamed (referred to by his birthname rather than his chosen name) by people around him, until the moment he’s asked his name for the first time, which happens to be in a Starbucks. |