Kenco "Coffee vs Gangs" / Tattoos (2014) :90 (UK)

Johnny Hardstaff at RSA film directed this Kenco ad for JWT London. In it a young man is faced with a choice, join the gangs or farm coffee? A new twist to the old "fair trade" coffee, Kenco shows us that they help kids that could fall prey to gangs by teaching them the trade of coffee farming, it's all explained at coffeevsgangs.com when it's ready to go live (it's not live yet). The ad itself uses the tired old "tattoo grows" visual effect to tell the story, as previously seen when Gisela Bündchen grew a tattoo in 2005 and when Christina Aguilera sprayed one on in 2007. Visually the tattoo part of the story is so subtle, I don't think this can be properly seen unless on a large screen.
... And I wonder what exactly we're helping with here... We're buying the coffee already, right? And I'm not buying whatever that gang is selling. So, how are we helping by buying this brand of coffee? Can't wait for coffeevsgangs.com to go live and explain it to me. Advertising Agency: JWT London, UK
Executive Creative Director: Russell Ramsey
Creative Director: Jaspar Shelbourne
Art Director: Matt Leach
Copywriter: Jess Oudot
TV Producer: Carley Reynolds
Assistant TV Producer: Lula Boardman
Planners: Neil Godber, Helen St Quintin
Global Director in Charge: Paul Kirkley
Account Directors: Adrian Ash, Emma Howarth, Patrick Netherton, Angus Flockhart
Media agency: PHD
Media planners: Sarah Nugent, Rebecca Stafford
Director: Johnny Hardstaff
Executive Producer: Annabel Ridley
Production Company: RSA
Post-production: Absolute
Editor: John Smith / The Whitehouse
Sound: Dan Weinberg / Greek Street Studios
Music: Colin Smith, Simon Elms / Eclectic