Hugh Jackman Enjoys a Cuppa in Havas WW's Keurig Coffee Campaign

Keurig Coffee just launched a national campaign for its latest K-cup format, Hugh Jackman’s Laughing Man. On a trip to Ethopia, the birthplace of coffee, Jackman met a struggling coffee farmer named Dukale. Dukale’s infectious spirit along with his incredible coffees moved Jackman and his friends to open a fair trade coffee shop in NYC called Laughing Man. And this week marks a new chapter for the selective coffee. It will now be sold in Keurig K-cups, bringing their mission to help break the cycle of poverty for coffee farmers around the globe, directly to our homes.

To celebrate the launch, Keurig’s AOR, Havas Worldwide created a campaign that highlights how coffee can transcend distance and culture to bring people together through liquid optimism. The work is also launching in conjunction with a documentary featuring Jackman about the importance of fair trade coffee called, “Dukale’s Dream.”