Actor Hugh Jackman’s Laughing Man Coffee has received a brand a refresh and new marketing campaign, ‘Make Every Cup Count,’ to celebrate its mission to deliver premium coffee and give back to the farmers who produce it.In a new national marketing campaign, Laughing Man Coffee unveiled an updated logo, revamped brand packaging, a new recyclable pod format and expanded availability and varieties. In celebration of the campaign launch, for 30 days beginning March 12, every purchase of bag coffee and pods will result in a double donation to the Laughing Man Foundation and its efforts to support coffee-growing communities around the world.The new ‘Make Every Cup Count’ campaign features retail activations, digital advertising, a national public relations campaign, social media amplification and a digital video series. Created with Red Tettemer O’Connell + Partners, the series follows Jackman as he travels to Huila, Colombia to meet with coffee farmers and their families and see the impact of the communities benefiting from the programs funded by the Laughing Man Foundation. The marquee video, ‘Anthem’ features the song Better Way by Ben Harper.CreditsClient: Laughing Man Coffee CompanyAgency: Red Tettemer O’Connell + PartnersChief Creative Officer: Steve Red Executive Creative Director: Steve O’Connell Group Creative Director/Art Director: Todd Taylor Creative Director/Copywriter: Chris Plehal Producers: Joe Mosca Account Executive(s): Carla Mote & Bergan Foley Photographer/Designer: Felipe BoteroProduction Company: Red Creek Productions Director: Phedon Papamichael Director of Photography: Santiago Otoya Executive producer: Ivan Entel Line Producer: Paula ArangoEditing House: Red Tettemer O’Connell + Partners Editor: Chip Schofield & Vic Carreno Producer: Joe MoscaMusic House: Sony/BMG – Licensed Track Composer: Ben Harper / Better Way Sound Design: Milkboy Studios Audio Mix: Alchemy X