This Is The Way
Клиент
Azercell & Azerbaijan Judo Federation
Рабочая группа
Advertising Agency: Endorphin, Baku, Azerbaijan
Production Company: Artfilmbaku, Baku, Azerbaijan
Executive Creative Director: Orkhan Kerimov
Project Director: Farhad Shabanov
Creative Director: Sabina Rustamli
Art Director: Ramin Farzullayev
Project Manager: Rabiyat Heydarli, Rashad Nazarli
Director: Emil Guliev
DOP: Mahammad Osmanov
Photographer: Orkhan Mammadov
Copywriter: Farid Asgerov, Eltaj Alakbarli
Graphic Designer: Samanta Kadyrova, Aysel Najafli
Motion Designer: Murad Mammadov
Digital Marketing Manager: Sahila Zeynal
Producer: Kenan Nadirli
Задача
Problem
Drug addiction is a serious problem among Azerbaijan’s youth. Many young people fall into harmful habits because they lack support and guidance. Azercell and the Azerbaijan Judo Federation wanted to help by showing that practicing judo can be a positive alternative to drug addiction.
Idea
The idea was to create a campaign with the message: #ThisIsTheWay to a better life without drugs. We aimed to raise awareness about the dangers of drugs and encourage young people to take up judo. We used real photos of former drug users to show the severe consequences of addiction and partnered with popular rap artist Orkhan Zeynalli to make the message more relatable.
Execution
We created a music video that tells the story of two friends: one who falls into drug addiction and one who chooses judo. This powerful and relatable story was supported by posters and social media campaigns. Additionally, we offered a month of free judo training to encourage young people to adopt healthy habits.
Result
The campaign had a significant impact, reaching 754 young people who chose judo over drugs (data as of 07.07.2024). Participation continues to increase every day. The campaign successfully raised awareness about drug addiction and inspired young people to choose healthier lifestyles, aligning with the goal of promoting good health and well-being.
