Can you taste a clear conscience?

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Ecological, fair trade coffee

Peter Larsen Kaffe

Two identical cups of coffee, two different labels
M2Film, Anew and Peter Larsen Kaffe wanted to carry out a special experiment: Would random people on the street taste a difference between two identical cups of ecological, fair trade coffee, if they were told that one of them was just a regular cup of coffee?

97,3% of test subjects can taste the clear conscience
"The regular one tastes bitter", "the fair trade one has more of a round taste", were some of the most frequent comments. With a bit of humor we believe the test successfully proved our thesis: You can't beat the taste of a clear conscience.

Don't tell me it's the same coffee?
Test subject

Touch points

  • Web
  • Internet
  • Social Media

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The team

Jan P.
Creative Director
Kenneth Svanborg
Director & Photographer
Thorbjørn Schwarz
Editor & Music Supervisor

Action speaks louder than words. No matter the screen size.

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