The Campaign Palace has launched a feelgood advertising campaign for Sacred Grounds Organic Fair Trade coffee.

With the tag line “The coffee is good. So you don't have to be”, the series of ads conveys messages about how you can absolve your sins with a cup of coffee.

Reed Collins, chief creative officer at The Campaign Palace in Sydney, said the aim was to come up with a strong message.
“We wanted to create a campaign that has a little personality for what is sometimes a pretty sombre issue,” he said. “Doing something as simple as choosing a coffee that helps the less fortunate should make anyone feel pretty darn good. It's the small things we do every day that can make a real difference.”