Our main challenge was that, in the moment where our target really needs Blak, the least they want to do is to find a boring long copy ad.

This forced us to create an eye-catching and simple visual metaphor. With one clear message: Blak allows you to continue for a long way.

We decided to integrate the most iconic element of the brand: the cup. In this series of illustrated posters the cup took a leading role to demonstrate how coffee Blak wakes you up.

After the launch of the campaign, people adopted the style of the pieces. Even some people created their own versions by intervening photographs or illustrations with our product.