MEDIA CHOICE: Cafe Direct's sponsorship of Aurora Nova

Camilla Palmer, a Campaign reporter, thought Cafe Direct's sponsorship of Aurora Nova at this year's Edinburgh Festival was a brilliant pairing between the independently produced and marketed Fairtrade coffee and tea brand and the international theatre showcase.

"The main project was a performance installation based around the restorative qualities of a Cafe Direct cup of coffee. '5065 Fancy a Lift?' was, well, a working lift in the street, in which the performance artist Alexej Merkuchev went through a ten-minute rebirthing routine in front of an audience.

The sponsorship worked because it was so unintrusive within the performance, but had a real relevance. The whole event was signposted by a giant poster, which was completely unmissable."

Client: Cafe Direct
Medium: Sponsorship and ambient
Media buying: Simon Standforth at Starcom Motive
Creative: Host, Komedia and Fabrik
Brief: Produce a street performance piece to communicate the uplifting
benefits of Cafe Direct's new premium instant coffee in one of The
Fringe's smallest venues and demonstrate the likemindedness of the