THE CHALLENGE
Long before Red Bull, Manhattan Special was giving New Yorkers a serious caffeine kick with its espresso coffee soda, brewed in Brooklyn since 1895.

The opportunity: use that 100-year head start to make people rethink what an energy drink could be.

THE SOLUTION
I created a campaign that imagined Manhattan Special lending its caffeine to some of history’s more exhausting moments.

That turned an old Brooklyn coffee soda into the energy drink that was there first.