Write a short summary of what happens in the radio or audio execution or campaign.

We used Instagram voice notes to recreate the most memorable experience at any Starbucks outlet across the world - the personalized Barista order call-outs. These virtual call -outs were then delivered via direct messages (DM's) on Instagram. In a brand first move, the call-out ended with the phrase "See you soon" to signal the hope of things getting back to normal (from a lockdown).

Translation. Provide a full English translation of any audio.

One Javachip Frappaccino for Om. See You Soon. One Americano for Sherry. See You Soon. A Hazelnut Latte for Soha. See You Soon.

Cultural / Context information for the jury

The sound of a happy memory always makes you happy. The Barista Call-out is the most strongly associated aspect of a Starbucks experience. Starbucks regulars are used to and enjoy, in fact even look forward to hearing their name called out with their order. The global pandemic led lockdown went live in India from March 2020. As a result, Starbucks outlets all over the country had to shut operations (walk-ins, takeaways and deliveries) completely. Due to the lockdown of outlets, Starbucks regulars began to miss their favourite hangout spot and the coffee. They shared these feelings in the form of throwbacks on Instagram. By enabling the sound of the Barista Call-Out virtually, the brand managed to revive a joyful connection with its loyalists.

Please outline the innovative elements of the work

For the first time, the Barista Call-outs - a strictly offline experience only available after an order is placed at Starbucks, were made possible online through voice notes on Instagram. In a brand first move, the call-out ended with the phrase "See you soon" to signal the hope of things getting back to normal.