If You Know, You Know

Idea: This campaign walks a fine line between “clever insight” and “are you out of your mind?”

And honestly, it’s both.

Because we knew one thing:
Parents don’t want their kids drinking energy drinks.

So instead of convincing the parents, we simply avoided them.

And went straight to where they’re not.

Inside games.

Made in collaboration with Emma Bilde Jensen.

Context: Energy drinks are heavily associated with young people, especially in gaming environments.

At the same time, many parents don’t want their kids drinking them.

Which creates a tension.
Young people still want the product, but not the conflict that comes with it.

Murph sits in an interesting position.
Low awareness, an ambiguous look, and a product that doesn’t immediately scream “energy drink.”

That’s not a weakness.
It’s an advantage.

Execution: We placed Murph directly inside gaming environments.

Using existing in-game billboard placements, the brand appears naturally as part of the world players already spend time in.

Sometimes noticed.
Sometimes just passed by.
But always there.

And when these placements show up on livestreams, they turn into shared moments.
Chat reacts.
People point it out.

It becomes an easter egg.
A small cultural wink inside a space they already own.

The copy leans into that same insider tone.
Playful, a bit cheeky, and built on situations every gamer recognizes:

“That your mom finally stopped sending you articles about energy drinks kind of energy drink.”

Not talking like adults.
Talking like them.