Burlington Coffee Co.

01/15

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Title slide: the rooster slumped by a 4:30am alarm clock, holding a Burlington Coffee tumbler. Headline: Up Before the Rooster.
The Morning Department: the rooster drinking iced coffee at a Burlington, Wisconsin parade, beside notes on the campaign premise.
Vision and Mission: the rooster at a farmers market, with the vision, long term, mission and weekly cadence spelled out below.
Campaign Proposition: Nick holding a More Crowing box, with the promise, the line, and why the campaign is ownable and repeatable.
Cast and structure: the rooster stocking a coffee aisle, alongside character notes for the rooster and Nick and the three-act arc.
Our Approach: the rooster carrying a box of desk things down a night street, with four principles — story first, short by default, local by design, build the arc.
Repeatable and local: the rooster at a snowy Burlington bus shelter, under notes on why the format repeats and how the town becomes the set.
Mood board: three reference stills — lakeside, a Burlington mural selfie, a pour-over — beside the rooster holding a bag of decaf.
Visual style: three frames of Nick and the rooster in the office and on the porch, with notes on the cinematic world and deadpan performance.
Package: Nick and the rooster at a daylight saving time whiteboard, over a card splitting the work into create and deliver.
Pilot episode: Nick delivering a performance review to the rooster across a conference table, with the full scene written out.
Storyboard concepts: four boarded sequences under the headline The Rooster Takes Mornings Personally.
Deliverables: the rooster sprinting down a sunrise street and hunched over a desk at night, beside the short form and story episode formats.
The investment: development, production, post and delivery line items totalling a fifteen hundred dollar campaign.
Closing slide: the rooster looking at Nick's employee of the month portrait. Let's build The Morning Department.