This holiday season, Starbucks returns to one of the most human elements of its brand with “Drawn Together”, a Christmas campaign inspired by a simple but iconic gesture: writing a customer’s name by hand on a coffee cup. What may seem like a small routine action becomes a powerful symbol of connection, warmth, and shared moments that stay with us long after the cup is empty.
A tradition turned into a creative idea
For years, Starbucks baristas around the world have written names directly onto cups, turning handwriting into a recognizable brand signature. In “Drawn Together,” that imperfect, everyday gesture becomes the creative heart of the campaign. The handwritten line—human, spontaneous, and sincere—represents how the brand connects with people on a personal level.
By elevating this familiar ritual, Starbucks transforms something ordinary into an emotional storytelling device that feels authentic and deeply relatable.
The emotional power of handwritten moments
The campaign draws parallels between writing a name on a cup and other universal handwritten experiences: notes passed in school, messages written on Christmas cards, or small reminders left for loved ones. These gestures may be simple, but they often carry lasting emotional weight.
“Drawn Together” celebrates those quiet connections, reminding audiences that what’s made by hand often feels more meaningful than anything perfectly polished.
A soundtrack that reinforces togetherness
Set to the iconic song “I’m Gonna Be (500 Miles)” by The Proclaimers, the campaign reinforces the idea of going the distance for the people who matter most. The music adds warmth and familiarity, amplifying the emotional message at the center of the story.
As the holiday season becomes increasingly busy, Starbucks encourages people to pause, reconnect, and find small moments to be together.
Christmas told through simplicity
Rather than relying on spectacle, “Drawn Together” embraces simplicity and sincerity. The hand-drawn aesthetic reflects real life, where connections are imperfect but genuine. This approach allows the campaign to feel intimate, personal, and emotionally grounded.
It’s a reminder that Christmas isn’t defined by grand gestures, but by the small, thoughtful moments we share every day.
Final thoughts
With “Drawn Together,” Starbucks once again positions itself as more than a coffee brand. It becomes a facilitator of human connection, using a familiar ritual to reflect broader experiences of togetherness and care.
In a world driven by speed and automation, the campaign gently reminds us that there is enduring value in the handmade, the personal, and the moments that bring us closer—one name, one cup, and one shared moment at a time.
FAQs about this campaign
What is Starbucks’ Drawn Together campaign about?
It’s a Christmas campaign inspired by the brand’s tradition of writing customers’ names by hand on coffee cups, celebrating connection through small gestures.
Why is handwriting central to the campaign?
Because handwritten moments feel personal, imperfect, and human—qualities Starbucks uses to highlight authentic emotional connections.
What message does the campaign communicate?
That meaningful connections are built through simple, everyday actions rather than grand gestures, especially during the holiday season.
How does the campaign stand out creatively?
By turning a familiar brand ritual into a storytelling device that feels warm, relatable, and emotionally grounded.
What can brands learn from Starbucks’ approach?
That consistency in brand rituals, paired with emotional storytelling, can create powerful and memorable seasonal campaigns.
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