Jung von Matt/Elbe, Hamburg wanted to not just talk about how awake k-fee Caffeine Drink makes you feel, but to actually "wake people up" direct, straightforward way. "Sleeping policemen" were made to look like K-fee cans. As a result, cyclists bumping over those things would wake up, and notice the cans. The target group - young people - are far more likely to ride fast across these things thus getting the extra bumpy-ride.

Agency: Jung von Matt/Elbe, Hamburg Wolf Heumann, Executive Creative Director Sascha Hanke, Creative Director Timm Hanebeck, Art Director Clemens Sehi, Copywriter Andy Tran, Art Director Nadya Innamorato, Junior Art Director

about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.

Comments (3)

  • briang467's picture

    Can't wait until the next time it rains and cyclists start sliding off the rain-slicked plastic bumps and falling in front of moving trucks. I nominate this for the new Cannes category - Advertising that hurts.

    Mar 14, 2008
  • Dabitch's picture

    Now there's a category I'd really like to win!

    Mar 14, 2008

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