Winners

Coffee is not a drug

Silver Award

Promotions & New Media

New Use of Media

Nomination

Integration & Innovation

Creative Strategy

Client
Chernyi Cooperative

How to get mass public attention when you're a small local specialty coffee store with almost no media budget? By using an unconventional media channel to reach as many people as possible. Seeing how many people say coffee is a drug, the first online coffee store was launched on the dark web. Results: +300% sales increase; 2150% ROI; $1000000 PR value; 180 news mentions in 10 languages.