BLACKER THAN BLACK

ClientPETER'S APARTMENT
Category B06. Use of Print or Outdoor
TitleBLACKER THAN BLACK
Product/ServiceCOFFEE
Entrant MCCANN DIGITAL PRAGUE Prague, CZECH REPUBLIC
Idea Creation McCANN PRAGUE, CZECH REPUBLIC
Production McCANN PRAGUE, CZECH REPUBLIC
Credits
Name Company Position
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 Campaign

To 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 Execution

This 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.

Results

The 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.