Traditional coffee culture is full of rigid rules, but Gen Z refuses to conform, they want their coffee over-iced, hyper-sweetened, and customized exactly to their liking.
Coffee Sinners is a rebellious campaign that empowers this generation to break all the traditional barista rules using L'OR coffee concentrate as the perfect base for their wildest creations.
We encourage them to commit the ultimate caffeine transgressions, leaning into the idea that it is always better to sin deliciously and ask for forgiveness later than to settle for a boring cup.
Coffee Sinners is a rebellious campaign that empowers this generation to break all the traditional barista rules using L'OR coffee concentrate as the perfect base for their wildest creations.
We encourage them to commit the ultimate caffeine transgressions, leaning into the idea that it is always better to sin deliciously and ask for forgiveness later than to settle for a boring cup.
Agency: GUT Madrid
Client: L’OR - JDE COFFEE
Agency: GUT Madrid
Founders & Chairman: Gastón Bigio / Anselmo Ramos
Global Chief Growth: Carmen Rodriguez
CCO Europe: Ignacio Ferioli
CCO Madrid: Ramiro Rodriguez Gamallo
Managing Director Europe: Eva Rausch
CGO: Vanina Rudaeff
Head of Business: Marina Leite
ECDs: Santiago González, Roberto Gabián
ACD: Joe Almeida, Gonzalo Diaz Vargas
Sr. Art Director: Fran Pascual
Sr. Copywriter: Kiki Holshuijsen
Art Director: Jorge "Fire" Nahed
Copywriter: Anna Barisone
Account Director: Javier Mirones
Account Manager: Sebastián Gancarz
Chief Strategy Officer: Daniel Kolb
Head of Strategy: Fernando Bozzoletti
Senior Strategist: Laura Alfaya
Communications Director, Europe: Marta Blanco
Head of production: Florencia Albizzati
2026