The year is 2019, coffee abounds in Shanghai, Peets is a hip californian brand with heritage that predates and inspired the brand Starbucks. Our task, how do we increase brand equity amongst Shanghai consumers, how do we educate and convert coffee fans into Peets followers? Our challenge is that Peets isn’t well known, brand awareness is about 10% of what it could be. So to solve this problem of brand awareness we decided to reach back to the founding of Peets in 1966 and recreate the very street where it was founded, including the rich culture of the late sixties. Peace man !