Dutch Bros doesn’t serve coffee. They serve love and good vibes. They believe this energy is infectious and we believe it drives their culture. During their Radiate Kindness campaign, an internal employee engagement effort, one huge win we created with them was Magic Moments: uplifting REAL stories straight from the shop. Given its success, Dutch challenged us to create a similar campaign, this time aimed to their customers.
The “Good Vibes Only” campaign was born. With transcriptions of Broista stories and a request to avoid using names or real faces, our team embraced Dutch’s playful spirit. We incorporated a big-head motion collage design approach, bringing each story to life in a fun and whimsical way. Essentially building a small army of digital paper dolls, we cast our characters and played out each story, scene by scene
The audience response to the campaign was pure good vibes, ushering in a flood of additional heartwarming stories from Broistas and customers, filling chats. Neither us nor Dutch expected the comments to outshine the videos, but they did—with authentic sharing of love and appreciation for one another. We count it as a huge win! It’s proof that culture doesn’t live on just one side of the fence between employee and customer—it’s shared, felt, and radiates outward.
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