After 2:30pm
5-hour Energy
Helping 5-hour ENERGY promote the fight against the afternoon sugar crash with an entertaining video campaign.
5-hour ENERGY is an American-brand energy shot. 5-hour ENERGY commissioned DASH to create a video campaign to build awareness of the sugar crash many office workers face after lunch, and promote 5-hour ENERGY as a solution to this afternoon slump.
sector
food and beverage
work
creative direction / headline creative / copywriting / video production and editing / motion graphic / social media creative
5-hour Energy
After 2:30pm
Helping 5-hour ENERGY promote the fight against the afternoon sugar crash with an entertaining video campaign.
5-hour ENERGY is an American-brand energy shot. 5-hour ENERGY commissioned DASH to create a video campaign to build awareness of the sugar crash many office workers face after lunch, and promote 5-hour ENERGY as a solution to this afternoon slump.
sector
food and beverage
work
creative direction / headline creative / copywriting / video production and editing / motion graphic / social media creative
CHALLENGE.
5-hr ENERGY wanted to build awareness of the sugar crash – the fatigue, headache or irritability often felt after eating a carb-heavy lunch caused by sudden spikes and drops in blood sugar level. When experiencing a sugar crash, most of us will reach for unhealthy, high-sugar snacks. 5-hr ENERGY wanted to educate its audience about the sugar crash and position itself as an effective alternative to these sugary treats.
While many people might be aware of the sugar crash or have experienced it themselves, DASH wanted to avoid explaining the concept in a way that was too academic for the audience to find interesting. Because the energy shot has zero sugar, it would give consumers the immediate energy boost they craved but one that would avoid the crash that comes from the usual blood sugar fluctuations brought about by sugar or carbohydrate-heavy foods. The challenge for DASH was to explain the top-level science of the sugar crash in an interesting way then effectively position 5-hr ENERGY as an effective solution.
CREATIVE DIRECTION &DESIGN.
To educate the audience about the sugar crash, DASH created a laboratory concept to present the issue. Through a number of experiments focusing on how to keep yourself awake when the post-lunch slump arrives, DASH was able to explain the sugar crash in an entertaining and memorable way. DASH hired a screenwriter and actor to create the two video episodes. 5-hour ENERGY’s audience is primarily working professionals over 25 years old, and the chosen actor is well known among this demographic, adding to the video’s appeal.
The first video tells the story of the sugar crash leveraging the reaction of the boss of the office catching dozing or slacking employees at work. It explained the scientific part of the sugar crash using animations of sugar levels in the popular sweet snacks we normally reach for, and the impact this would have on blood sugar levels. The video explained how reaching for these snacks leads to a perpetual cycle of rising and falling blood sugar levels.
The second video also presented the concept of the sugar crash and explained why 5-hr ENERGY is an ideal solution to the post-lunch slump. It focuses on other ways people may try to keep themselves awake, such as continually splashing water on their face, but explains how these solutions are just a temporary fix. The video then highlights the no-sugar benefits of 5-hr ENERGY and how this is a better solution than reaching for sugar.
CHALLENGE.
5-hr ENERGY wanted to build awareness of the sugar crash – the fatigue, headache or irritability often felt after eating a carb-heavy lunch caused by sudden spikes and drops in blood sugar level. When experiencing a sugar crash, most of us will reach for unhealthy, high-sugar snacks. 5-hr ENERGY wanted to educate its audience about the sugar crash and position itself as an effective alternative to these sugary treats.
While many people might be aware of the sugar crash or have experienced it themselves, DASH wanted to avoid explaining the concept in a way that was too academic for the audience to find interesting. Because the energy shot has zero sugar, it would give consumers the immediate energy boost they craved but one that would avoid the crash that comes from the usual blood sugar fluctuations brought about by sugar or carbohydrate-heavy foods. The challenge for DASH was to explain the top-level science of the sugar crash in an interesting way then effectively position 5-hr ENERGY as an effective solution.
CREATIVE DIRECTION &DESIGN.
To educate the audience about the sugar crash, DASH created a laboratory concept to present the issue. Through a number of experiments focusing on how to keep yourself awake when the post-lunch slump arrives, DASH was able to explain the sugar crash in an entertaining and memorable way. DASH hired a screenwriter and actor to create the two video episodes. 5-hour ENERGY’s audience is primarily working professionals over 25 years old, and the chosen actor is well known among this demographic, adding to the video’s appeal.
The first video tells the story of the sugar crash leveraging the reaction of the boss of the office catching dozing or slacking employees at work. It explained the scientific part of the sugar crash using animations of sugar levels in the popular sweet snacks we normally reach for, and the impact this would have on blood sugar levels. The video explained how reaching for these snacks leads to a perpetual cycle of rising and falling blood sugar levels.
The second video also presented the concept of the sugar crash and explained why 5-hr ENERGY is an ideal solution to the post-lunch slump. It focuses on other ways people may try to keep themselves awake, such as continually splashing water on their face, but explains how these solutions are just a temporary fix. The video then highlights the no-sugar benefits of 5-hr ENERGY and how this is a better solution than reaching for sugar.
