Laughing Man Coffee

Hugh Jackman heads to Colombia to create a sustainable coffee company.

Not often do you get your hands on a project in advertising that's doing real good for the real world. Inspired by his friend and coffee grower Dukale, Hugh Jackman (yes, Wolverine himself) promised to support similar coffee growers around the world. The mission: support coffee-growing communities by investing in programs that clear the way to health, growth and success for coffee farmers and their families. And with that, Laughing Man Coffee was born. My creative partner and I honed in on the idea that Mr. Jackman was creating a better business model -- one that could serve as an example to other industries around the world. We pitched the idea of using Ben Harper's song "Better Way". Now, Ben Harper has never let his music be used for any commercial endeavor, but when Hugh Jackman heard the idea, he personally called him to ask for permission. The rest is history. Here's to a better way. Scroll down to watch the video.