At the beginning of 2019, Starbucks launched ‘Every name’s a story’, an ad based on the insight that some trans people try out their names in public for the first time at Starbucks.

The campaign, created by agency Iris, builds on the fact that Starbucks asks people for their names when ordering, then calls out that name when the drink is ready. It won Channel 4’s annual diversity in advertising award in 2019.

worked with trans people throughout the process to tell the story of a young trans boy struggling to navigate his way through a world that insists on still referring to him by his deadname, or the name he was given at birth. It is only when he walks into a Starbucks store and hears his name called out that he feels truly seen

Video link:https://youtu.be/7TEg6q1a3DE