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

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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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.