Cafédirect Flight 5065

On June 21, Host transformed the London Eye into a world stage for live performances inspired by Africa to promote Fair Trade and grower self determination. 5065 is the name of Cafédirect's premium instant coffee and the product of 350,000 growers. 2,000 tickets were sold for the one-off event which comprised 96 performances lasting 30 mins – the time it takes for each of the pods to complete a revolution. An audience of 20 people accompanied performers in each pod not knowing what they were going to see – the ‘roulette’ approach, heightening the evening's drama. The event demonstrated the powerful conviction of performers and writers inspired by the Cafédirect 5065 Lift which involved live performance of original theatrical works on the world’s most personal stage.

“The extraordinary event, called Flight 5065 (named after Cafédirect’s instant coffee brand), has been three months in the planning and- as well as breaking new ground in the arts – could revolutionise British marketing. Rather than using traditional advertising platforms, Cafédirect is attempting to market its brand through live performance, creating a buzz through word of mouth.” Ian Burrell, The Independent

The event highlighted Cafédirect’s approach to poverty in Africa, capitalised on the power of entertainers' enthusiasm for endorsing the 100% fair trade brand and raise awareness of Cafédirect 5065 – the high flying fair trade premium instant freeze-dried coffee brand. Performers at Flight 5065 included a plethora of African and Africa-inspired playwrights, actors, musicians and comedians like: Damon Albarn; Malian singer Kokankko Sata and Sudanese ex-child soldier turned rapper Emannual Jal.

A theatrical company was also commissioned to visit Tanzania and write a play about the extraordinary life of Alivera Kiiza, coffee grower. The tickets and website were all designed to simulate a flight booking: “Flight 5065 – destination Africa”. The program was a passport and each act having their very own passport stamp. This radical concept generated media coverage across the web, TV and press – “revolutionary”, “inspirational” and “ground-breaking” were just some of the reviewers' comments.

The event became a focal part of Africa 05 and supported the Make Poverty History campaign. Highlighted the lack of African involvement in Live8 in the run up to the G8 – where Cafédirect teas and coffees were served to George W Bush and Tony Blair. Flight 5065 was reported on all national news channels and in the press. The BBC documented the evening in a one-hour programme.

Flight 5065 Passports were issued to all who attended the event.