My approach was to empathize with the mind of Pinewoods intended audience. Pinewood is located in Waco, TX which is also home to college students, 18-23 years old, attending private Christian Baylor university and is also within a Christian culture. The demographic was young adults and people with a Christian faith who have a love for good coffee. Most people nowadays are familiar with a classic texting abbreviations like TTYL or FYI, especially the young adult crowd. So with a little creative initiative here and there, and a tinge of Jesus, I created this campaign!