It’s a story that begins centuries ago.
The countries that spring to mind when coffee is mentioned, tend to be located in the continents of Africa, South America and Europe.
Yet, 90% of the world’s coffee today, can be genetically traced back to Yemen.
Sabcomeed wanted to change not only history, but the way the world now perceives Yemeni coffee, the people who grow it—and the Yemeni population itself.
It’s a story of craft – and understanding.
The film, created with Sabcomeed and Yemen-based company Comra Films, tells the story of how, in the 16th Century, all the world’s coffee, courtesy of the skill of the Yemeni farmers, poured out through the busy Port of Mokha – the ancient place we get the name for today’s Mocha option on menus.
Our idea was to help produce and develop a film that highlights not only how it was easier to cross borders from Yemen in those days, but also how we should accept people as readily as we do the things they create.
It’s about purchasing with a purpose.
We are living in an era of increasing awareness of where and how our products are sourced and created.
Part of Sabcomeed’s brief was to “make consumers think about where their coffee comes from, and think about their choices as individuals”.
With this in mind, we helped create a unique film with real brand purpose, and one that was true to its historical roots.