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.
IDEA
We have launched an advertising campaign to turn the stereotype about coffee upside down. On the eve of the start, more than 1,000 stickers with the .onion domain name appeared in the most populated places and clubs of Moscow, encouraging to order the product. On 24 October, we launched an online store at cherniy23xtbnjqd.onion, accessible only through the Tor DarkNet browser. The design of the Web site and coffee purchasing process are stylized to fit the gloomy atmosphere of the “dark” part of the Internet. One can buy coffee by a method usual for anonymous marketplaces – through Bitcoins and Qiwi payment system – and then a user receives an e-mail with the coordinates of the “stash” where a purchased product can be found. On the same day at 4:20 PM, we released a video teaser shot in the locations familiar to the audience of Chernyi.
Client: Chernyi (Black) Cooperative
Agency: Hungry Boys
2015
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
This is the one of my 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 campaign 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 — darknet is a scary place.
LIST OF AWARDS:
1-4. Ad Black Sea DIGITAL&MOBILE (FMCG): Gold / USE OF NON-TRADITIONAL&AMBIENT MEDIA: Gold / USE OF DIGITAL PLATFORMS: Shortlist / ADVERTISING CAMPAIGNS: Silver
5-7. Art Directors Club of Europe PROMOTIONS & NEW MEDIA (PROMOTIONS): Silver / PROMOTIONS & NEW MEDIA (NEW USE OF MEDIA): Silver / INTEGRATION 7 INNOVATION (CREATIVE STRATEGY): Shortlist
8-12. Art Directors Club Russia ONLINE ADVERTISING: Gold / NEW USE OF MEDIA: Gold / PROMOTIONS: Gold / CREATIVE STRATEGY: Silver / «BEST USE OF TECHNOLOGY: Bronze
13-14. Cannes Lions International Festival of Creativity PROMO & ACTIVATION: Silver/ PR: Shortlist
15-17. CLIO Awards WEBSITE: Gold / PROJECT LAUNCH: Bronze / INNOVATION: Shortlist
18. Effie Russia Media Innovations and Media Idea: Gold
19-20. Epica Awards INTEGRATED CAMPAIGNS: Bronze / ONLINE CAMPAIGNS – FOOD & DRINK: Silver
21-22. Golden Drum MEDIA: Silver / INNOVATION: Silver
23. Red Dot Award: Brands & Communication Design DIGITAL INNOVATION: Gold
24-25. The Webby Awards ADVERTISING, MEDIA, & PR BEST LAUNCH: Finalist / ADVERTISING, MEDIA, & PR ONLINE GUERILLA & INNOVATION: Finalist
26-38. White Square Low Budget Project: Gold / Another Interactive Communications: Silver / Digital-Instrument Campaign: Silver Low Budget Marketing Campaign: Silver / Best use of PR: Silver / Best use of Media: Silver / Online Campaign: Bronze Promo and Activation Strategy: Bronze / DIGITAL & SOCIAL: Shortlist / DIGITAL & SOCIAL: Shortlist / Media Solution/Projects: Shortlist / DIGITAL & SOCIAL: Shortlist DIGITAL-CAMPAIGN: Shortlist
39-41. International Advertising Festival Red Apple DIGITAL ADVERTISING (CAMPAIGNS) / BEST USAGE OF NON-STANDARD ADVERTISING: Shortlist / PROMO CAMPAIGNS – BEST DIGITAL MARKETING CAMPAIGN: Shortlist
42-47. Tagline / SMM: Gold / Best Promo: Gold / Best Campaign: Gold / Best Project: Gold / Best PR: Gold / Best Copywriting: Bronze
