Starbucks has launched a new regional campaign titled “Original Knows Original,” celebrating authenticity, self-expression, and the individuality of its customers across the Middle East and North Africa (MENA) region. Created by IMPACT BBDO, the campaign reinforces the brand’s long-standing promise of offering a welcoming space where people can simply be themselves—whether through personalising their coffee order or expressing their unique identity.
Currently live in the UAE, Saudi Arabia, and Kuwait, the campaign has been carefully tailored to each market, reflecting local dialects, cultures, and visual styles. It began with a cinematic hero film celebrating Starbucks customers and their distinct stories. This first phase was supported by an extensive out-of-home (OOH) activation spanning over 5,000 placements, radio spots, in-store experiences, and a digital rollout that included 20 exclusive social media edits spotlighting secondary characters from the main film.
The second phase, now live, introduces real-life originals discovered through street casting. Across social media, Starbucks baristas take audiences behind the counter to share what makes the brand’s experience truly unique, while influencers from the region contribute their own personal stories, encouraging viewers to stay authentic and connected.
“For over 25 years, Starbucks has been part of the everyday rhythm of life in MENA,” said Rahat Reza, marketing director at Starbucks MENA. “No two orders, names, or stories are ever the same. Original Knows Original builds on that legacy, celebrating the small, human details that make every moment—and every cup—uniquely personal. A name on a cup may sound familiar, but the story behind it never is.”
Reza also highlighted the pivotal role of Starbucks’ baristas, or “green apron partners,” in creating connections with customers every day. “This campaign is a celebration of connection, individuality, and the people we welcome into our coffeehouses each day,” he added.
Ali Rez, chief creative officer at IMPACT BBDO Group, emphasized the collaborative spirit behind the campaign’s success: “This project has exemplified the remarkable results that come from a strong partnership between agency and brand. It’s been a true pleasure to develop this campaign, which beautifully reflects the unique creative energy of the MENA region.”
Produced in collaboration with Wonderful Productions and Where Is This, the campaign will continue to run through the end of 2025, blending storytelling, authenticity, and local culture to reaffirm Starbucks’ role as a connector of people and stories—one cup at a time.
