Somebody in your life, it may even be you, is trusted with the responsibility of looking after several people, and this Diamond Coffee campaign represents this situation quite literally.
As described by the Leo Burnett advertising agency of Hong Kong, this home brew java blend is ideal for times "when everyone depends on you to stay awake." Two prints were launched to capture the lives of an exhausted bus driver and a stressed working father. The former leans over her large steering wheel as the weight of six balancing elementary school children bear down on her back. The office worker is burdened by a towering piggyback of several members of his family. According to the Diamond Coffee campaign, it seems that no matter what your pressures, stresses and schedule may be, you're better equipped with this hot beverage.