The concept for the appropriation brief was to reveal the undercover reality of advertised products, that can be considered as a drug but are not taken as one by society. This products are portrait as harmless but have a detrimental effect when consumed. Being basically used as an everyday stimulant.
To capture this a collage of elements, within the magazine advertisements, that point out the ugly truth of the product.
The ‘Cocaine-Cola’ has a strong reference to the curious fact that until 1903, the world-famous soft drink contained a significant dose of cocaine. Some research suggests that even up until 1929 there were still traces of cocaine in the drink.
Even without cocaine in it, has in this century, Coca-Cola is still a controversial drink. It’s common knowledge that the drink is detrimental to one’s health. Even though the caffeine in Coca‑Cola products is not addictive, the sugar rush effect experience while drinking it, resembles the outcome of consumption of drugs. Besides that, Coca-Cola is one of the most popular drinks in the world, being worldwide consumed and it is common for even children to drink it.
The ‘Prescription Coffee’
We live in a cultural where the consumption is downplayed as something casual. Many people have this undercover addiction with coffee. Almost going crazy if they don’t have their cup of coffee in the morning and sometime throughout the day. So, there is this idea that coffee works like a prescription pill, something that you need to have in order to function. But it’s often taken as a harmless drink. Even romanticized.
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