Julius Meinl: #paywithapoem (2018)

Julius Meinl brought the Poet-Tree: A Thousand Voices installation, produced in Bucharest, to Finsbury Avenue Square in London. The tree, with red branches, was decorated with hundreds of poems written by consumers as part of the Pay With A Poem campaign. These poems hung like leaves, creating a stunning visual display.

Passersby were invited to stop by the tree throughout the day, pick up a poem, or share their own handwritten verses. The brand’s global ambassador, Scottish poet Robert Montgomery, was present to engage with visitors. His poem was displayed on a billboard next to the tree and illuminated with LED lights at night.

Julius Meinl’s annual Pay With A Poem campaign transforms coffee into currency, inviting consumers to write a handwritten poem in exchange for a free coffee on World Poetry Day.