To debunk the myth that energy drinks are just for adrenaline junkies, we launched a campaign that resonates with everyday workers. We explored the world of "night heroes" and put a spotlight on those who work tirelessly through the night, whether it's nurses, truck drivers, or security guards. To bring the lullaby to life, we collaborated with Russian electronic DJ Mujuice, who created a cover of "Good Night" by Kino, a legendary Russian band.
The remake was supervised by Yuri Kasparyan, one of the founders of Kino, and Alex, the son of Viktor Tsoi. Together, we ensured that the song maintained the essence of the original, while incorporating modern elements that resonated with a younger audience.
As a senior creative, I played a crucial role in the concept development and strategy stage, working closely with the brand team. During the production, Lena Dernova and Timur Abdyusheev brought this project to life. This case won 1 x gold, 2 x silver, 1 x bronze at Red Apple.
Brand: Adrenaline Rush (PepsiCo)
Agency: Friends Moscow
Production: Fetish Film
Film Director: Murad Nogmov
DOP: Denis Firstov
Market: Eastern Europe