Costa Coffee, an official sponsor of the Tokyo Olympics 2021, needed something to make the brand a part of the Olympics while reaching out to a new community: Gen-Z coffee drinkers.

eSports is the sporting event of choice for Gen Zs.

A 2-week, 8-game event that involved 24 streamers from 7 different countries, hosted entirely on Twitch. It was a global, multi-game event for the next generation.