BLACKER THAN BLACK
|Category||B06. Use of Print or Outdoor|
|Title||BLACKER THAN BLACK|
|Entrant||MCCANN DIGITAL PRAGUE Prague, CZECH REPUBLIC|
|Idea Creation||McCANN PRAGUE, CZECH REPUBLIC|
|Production||McCANN PRAGUE, CZECH REPUBLIC|
|Razvan Capanescu||McCann Prague||Chief Creative Officer|
|Jan Benda||McCann Prague||Group Creative Director|
|Joseph Martin||McCann Prague||Associate Group Creative Director|
|Martin Kraus||McCann Prague||Art Director|
|Benjamin Mulderer||McCann Prague||DTP|
|Dimitris Blako||McCann Prague||Typographer|
|Hana Prokopová||McCann Prague||Account Director|
|Anna Jelínková||McCann Prague||Account Executive|
The CampaignTo promote a coffee this hardcore, we needed to show what it really means. “It’s like a vinyl record of dying unicorn sounds” says one of the headlines. So we created The Blacker Than Black ad campaign. We hired an infamous, local print house and crafted a series of hand-made posters, printed on black paper, with this: Black 2.0 Ink - the darkest art material you can buy, without getting into trouble. It absorbs 98.9% of visible light, and takes only one coat to eliminate nearly all light. So we used 5 coats.
Creative ExecutionThis coffee is so black... “It’s like a vinyl record of dying unicorn sounds” or "Like Vol-de-mort’s search history" or "Like metal played on death kittens" or "Like an illegal market with emo swoops and razors" said few of our headlines. We thought of creating a Blacker Than Black ad campaign. We crafted a series of hand-made posters, printed on black paper, with this blacker ink - Black 2.0 Ink - the darkest art material you can buy, without getting into trouble. It absorbs 98.9% of visible light, and takes only one coat to eliminate nearly all light. So we used 5 coats. We cut the posters at 66,6 cm wide and published all on Friday the 13th.
ResultsThe request for this special coffee increased by 150% The street gave it a nickname - "liquid cocaine" The "blacker than black" posters have been requested to be sold, the coffee shops held fun auctions to sell them.
As we used one of the darkest material on the planet (Black 2.0 ink) to write with black on black, producing hand-made indoor posters (more like art installations) this campaign had the stoping power to provoke direct reactions and a live experience for its target. The "blacker than black" ink we used absorbs almost all the light that hits the headlines (something that needs to be experienced directly in order to impress).
Create a buzz within the coffee aficionado community (that's very vocal) about a "blacker than black" coffee. Peter’s Cold Brew Coffee, thanks to its brewing process, is a much blacker/ stronger coffee than its competitors. To show how black it actually is, we created probably the blackest campaign in the world. We printed really dark humour headlines on super-dark papers with the blackest colour in the world, called Black 2.0., cut the posters on 66,6 cm wide and publish all on Friday the 13th.
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