Coffee Is Not A Drug // Case Study

Together with the Chernyi (Black) Cooperative - pioneers in specialty coffee in Moscow - we have launched a campaign to fight against stereotypes by launch of the first online shop that sells legal products on the DarkNet.
OBJECTIVE
To develop a fresh approach to such familiar product as coffee by breaking stereotypes about coffee being a drug and the DarkNet being a platform that exists only for drug trafficking.
INSIGHT
How many cups of coffee a day can a person drink until he or she gets addicted? What amount of caffeine is harmful to health? Is coffee a drug, or is it a common misconception? The Chernyi (Black) Cooperative tries to get rid of these prejudices and confronts the stereotype about coffee with the stereotype about the DarkNet to prove that coffee is not a drug and the Tor is not only a platform for the sale of illegal products.
possiblegroup.ru/en/works/coffee-is-not-a-drug
Agency: Hungry Boys
Client: Chernyi (Black) Cooperative
PROJECT TEAM
HUNGRY BOYS
Creative Director: Vlad Sitnikov
Idea / Copywriting: Maxim Fedorov
Copywriter: Artyom Trofimov
Art Director & Illustrator: Anton Vodogreev
Illustrator: Stas Vasiliev
Digital Producers: Ivan Bormotov, Kirill Nikitin
Film Director: Artur Miroschnichenko
CASE STUDY
Art Director, Motion Designer, Video Editor: Sergey Yumakov
Thus is the one of the most awarded cases.
This project was made for a little coffee shop, that decided to enter the market in an unusual way, through the darknet.
The compain was based on slogans that sound like phrases about drugs.(it is considered that they are searched in darknet) In the end, viewers were led to the conclusion that coffee is not a drug.
This campaign made coffee shop popular on the Internet, has increased the growth of coffee orders by subscription through the coffee shop.
I used the original video, that was shot before the project launch and that I produced for case purposes and further graphics overlay.
Dynamic edit and constantly evolving graphic elements emphasize the style of the project, music creates a tense atmosphere - a darknet is a scary place.