“Brew Some Good” is a 360 campaign for Maxwell House. Beyond delivering good product news (premium Arabica beans) we wanted to establish a new platform: optimism. Every message from the brand is designed to be uplifting and experiential whether in traditional media or an event like Chantal Kreviazuk busking outside a subway for Habitat for Humanity. The idea for TV: let’s give away the TV budget. Canadians are invited to nominate a good cause and ultimately 20 recipients will get $10,000 each with the money we didn’t spend on a slick commercial.