Музыка
at
Sounds Like A Plan
| Заголовок | Coffee is not a drug |
| Brief | The 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.” |
| Агентство | Possible |
| Кампания | Coffee is not a drug |
| Рекламодатель | Chernyi Cooperative |
| Бренд | Moscow Black |
| Дата первой трансляции/Публикации | 2016 / 12 |
| Бизнес сектор | Кофе, чай, шоколадные напитки, напитки для завтрака |
| История | In Russia, people believe that coffee is a drug and that drinking it is bad for your health. Chernyi Cooperative, a coffee company in Moscow, strived to create a campaign that turned this misconception on its head, and teamed up with POSSIBLE to do just that. Enter the "coffee is not a drug" campaign, the first legal product advertisement on the darknet. We created a shop for the Chernyi Cooperative to sell their coffee on Tor, the anonymous communication network. The shop operates at cherniyx23pmfane.onion. Once their Bitcoins or the Qiwi payment goes through, buyers receive coordinates as to the whereabouts of their stash. Confronting coffee’s illicit stereotype on a platform that is known for drug trafficking, one bag at a time. |
| Тип медиа | Анализ ситуации |
| Длина | |
| Креативный директор | Vlad Sitnikov |
| Концепция | Maxim Fedorov |
| Копирайтер | Maxim Fedorov |
| Копирайтер | Artem Trofimov |
| Арт-директор | Anton Vodogreev |
| Иллюстратор | Anton Vodogreev |
| Иллюстратор | Stas Vasiliev |
| Продюсер цифрового формата | Ivan Bormotov |
| Продюсер цифрового формата | Kirill Nikitin |
| Директор | Artur Miroshnichenko |
| Музыка | Sounds Like A Plan |
| Музыка | Bad Zu |
| Музыка | Filipp Alexandrov |