TitleCoffee is not a drug
BriefThe dark web is notorious for clandestine and nefarious goods and services. So why is a specialty coffee company marketing and selling its dark roast here? Cooperative Cherniy decided to play off the Russian perception that coffee is bad for the health and associate the product with the dark web culture. Through banner ads on dark web forums, the “first legal product advertised on the darknet” reached 10,000 people within the first hour and 1.5 million in the first day. Why is a speciality coffee company marketing and selling its dark roast on the dark web? Playing off the Russian perception that coffee is bad for the health, Chernyi decided associate to their product with the dark web culture and become the “first legal product advertised on the darknet.”
Agency
Campaign Coffee is not a drug
Advertiser Chernyi Cooperative
Brand Moscow Black

Want to see all the credits ? this content is for subscribers only

Subscribe and get unlimited access.

Be inspired by the best creative work from around the world.

Date of First Broadcast/Publication Subscribers Only
Business SectorSubscribers Only
StorySubscribers Only
Media Type Case Study
Length
Creative Director V..d Si....ov Subscribers Only
Concept M...m F....ov Subscribers Only
Copywriter M...m F....ov Subscribers Only
Copywriter A...m Tr....ov Subscribers Only
Art Director A...n Vo.....ev Subscribers Only
Illustrator A...n Vo.....ev Subscribers Only
Illustrator S..s Va....ev Subscribers Only
Digital Producer I..n Bo....ov Subscribers Only
Digital Producer K...ll N....in Subscribers Only
Director A...r Mir.......enko Subscribers Only
Music S...ds L..e . P..n Subscribers Only
Music ..d .u Subscribers Only
Music F...pp Al.....rov Subscribers Only

Related Ads

Latest Ads