Moscow Black - "Coffee is not a drug"

Possible Moscow, Russia

Awards

19720

Brand: Moscow Black
Country: Russia

Advertiser: Chernyi Cooperative

Title	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.”
Agency	Possible
Campaign	Coffee is not a drug
Advertiser	Chernyi Cooperative
Brand	Moscow Black
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Date of First Broadcast/Publication	Subscribers Only
Business Sector	Subscribers Only
Story	Subscribers Only
Media Type	Case Study
Length	148 seconds
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