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The new campaign from the coffee brand Costa, created by Karmarama, is running across TV, print, digital and in-store, and will culminate in a user-generated TV ad.

The campaign launches with a TV spot featuring people, including genuine Costa baristas, buried up to their necks in coffee beans while singing along to a cover of the Kiss song I Was Made For Loving You.

An app allows Costa fans to record and upload videos of themselves singing along to the track, with the winning performances featuring in a later TV ad.

The work was created by Sam Walker and Joe De Souza, and directed by Sam Brown through Rogue. Post-production was by The Mill, while GCRS oversaw audio post-production.