VIDEO: Dublin art for Kenco anti-gang campaign
Acclaimed “artivist” Will St Leger has lent his creativity to the inititative by displaying pieces of unique street art around Dublin city centre.
These striking graffiti pieces can be spotted on Camden Street, Baggot Street and Busyfeet & Coco Café on South William Street in the capital.
Honduras is notorious for its street gangs and poverty, despite its reputation as one of the finest producers of coffee in the world.
The new campaign hopes to target young people who are at risk and under pressure to join gangs by providing them with opportunities for education and employment.
It has been launched across multimedia platforms including a website - www.coffeevsgangs.com .
An accompanying television advert, directed by the award-winning Johnny Hardstaff, tells the story of a young man who was tempted by the gangs before he joined the Coffee Vs Gangs project.
Most of the actors were street-cast from the locations where shooting took place in order to ensure authenticity.
The main character, Jordy Gomez, had no acting experience prior to filming.
Sandra Gahan, Head of Marketing, Mondelez Ireland, said of the campaign: “We are very excited to introduce this potentially life-changing project, which is markedly different from anything we have done before."
"The advert has a completely new look and feel to what people are used to from Kenco or any coffee brand, but it reflects the gravity of the situation in Honduras. Here at Kenco we are really striving to push the boundaries in terms of advertising, but more importantly, to make a real difference in the lives of Hondurans,” she added.
Mondelez International, Kenco's parent company, has committed at least $200 million to empower one million coffee farming entrepreneurs by 2020.
