ABOUT

The brief was to create a campaign about the benefits of 5hr Energy, a no sugar, B complex energy drink. The drink targets working adults and students who suffer from sleep deficiency. They usually feel its side effects around 2.30 pm after lunch.
The client wanted the campaign to dramatize this 2.30 moment.

We created four spots based on insights from daily scenarios.
The first spot targets executives who commute to meetings every day.
The second spot on students attending lectures after lunch. The third spot on executives working from home. And the fourth spot on manual work.

Except for the fourth spot, a photograph with some digital effects, Car, Lecture, and Work-from-home were filmed in a storytelling approach. They are all light-hearted and designed to bring about an "I've been there" moment.

The campaign ran online in Singapore and Hong Kong.

It's too early to conduct full-scale research, but the campaign has been well received since its launch a few weeks ago, and sales have shot up significantly