• by Larissa Faw , October 2, 2017

Peet's Coffee and its agency Cutwater are kicking off the coffee brand's new advertising campaign "What Fills Your Cup?"

The campaign features select influencers like "Top Chef" winner Kristen Kish, professional surfer Brianna Cope, photographer Scott Borrero, roastmaster Doug Welsh, and beverage innovator Patrick Main discussing their passions, and hopefully inspiring Peet’s fans to share theirs.

Have a look here.

The campaign includes digital videos, static and animated banners and an interactive social filter via Snapchat. Peet’s is working with San Francisco-based agency Swirl on the media for the campaign.

"We all have passions that move us and the framing device of the ‘What Fills Your Cup’ silhouette functions as the perfect hook for documentary style content and an engaging filter for Peet’s fans to enjoy online and on social media," says Chuck McBride, founder/chief creative officer, Cutwater. "We’re excited to see what kind of photos Peetniks submit as part of this campaign and look forward to learning about their unique passions.”

A complementary sweepstakes will invite fans to “Share Your Passion” by uploading a photo of them in pursuit of their own aspirations—such as art, sport, music, and many others—for a chance to win a year’s supply of Peet’s Coffee. When they submit a photo, the coffee cup silhouette surrounding their photo is created that they can then share on their social platforms.