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Boon Coffee’s interstellar journey with ‘Space Beans’

By Jalaja Ramanunni

To celebrate the UAE’s achievements in space exploration, home-grown brand Boon Coffee launched its new campaign ‘Space Beans’ in collaboration with Grey Dubai.

Grey partnered with a coffee stylist and a photographer in Spain to create the visuals and generated images of the cosmos that captures the essence of space exploration. The campaign highlights the interplay between new coffee varieties and unexplored planetary surfaces. The campaign was launched and distributed across the UAE on social media platforms, outdoor posters and in the press.

Speaking about the campaign, Pablo Maldonado, Executive Creative Director, Grey Dubai, told Campaign, “The UAE’s impressive achievements in space exploration have inspired us to go on this exploratory journey for Boon Coffee. As a local brand with a passion for pushing boundaries, this series of visuals capture that essence in a stunning way. We’re excited to bring this project to life and explore new frontiers with our new partner.” He added that they aim to inspire people to think limitlessly and explore new grounds, both with their coffee choices and experiences.

Orit Mohammed Abdurahman, Founder and CEO, Boon Coffee, said to Campaign: “As a home-grown brand, we at Boon Café are excited to celebrate the UAE’s achievements in space exploration through our new campaign. It has been an amazing journey bringing this project to life. We believe in always trying new things and pushing the boundaries of what is possible, the same as the UAE has shown to the world in recent years. We are proud to offer the fine, fresh and diverse coffee beans and flavours in the UAE.”