Starbucks and BBDO NY. Again. Literally few days ago (15/04/2010). The next step in great series of simple, emotional acitivies that encourages (incites) people (ones that care!) to do something, to show their attitude rather than just shouting out some kind of "constructed" brand message in mass media.
Going for impact rather than reach. Because actions speaks louder than words. And creating stories. Because stories are spreading. Rather than just words.