This Is the Way

Creative & 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 Project Manager: Rashad Nazarli Copywriter: Eltaj Alakbarli Copywriter: Farid Asgerov Director: Emil Guliev Director of Photography (DOP): Mahammad Osmanov Photographer: Orkhan Mammadov Graphic Designer: Samanta Kadyrova Graphic Designer: Aysel Najafli Motion Designer: Murad Mammadov Digital Marketing Manager: Sahila Zeynal Producer: Kenan Nadirli

Background Drug addiction among Azerbaijan’s youth is a rising concern, with many falling into harmful lifestyles due to a lack of support systems. To counter this growing issue, Azercell and the Azerbaijan Judo Federation joined forces to create a campaign that not only raised awareness about drug abuse but also provided a real alternative: judo. Creative Idea & Execution The campaign, built around the message #ThisIsTheWay, introduced judo as a powerful tool for discipline, strength, and resilience, qualities that help young people avoid from addiction. The word "judo" itself means "gentle way," aligning perfectly with the campaign’s goal of guiding youth toward a healthier, more structured lifestyle. To make an emotional impact, we: Created a powerful music video in collaboration with popular rap artist Orkhan Zeynalli, telling the story of two friends; one choosing judo, the other falling into drug addiction. Used real images of former drug users to highlight the devastating consequences of addiction. Designed compelling posters and digital content that resonated with young audiences, emphasizing that judo is the right way. Offered one month of free judo training to encourage direct participation and engagement. Results The campaign saw 852 young individuals choosing judo over destructive paths. The initiative not only raised awareness but actively changed lives, reinforcing judo’s role as Azerbaijan’s most popular sport, one that even brought two gold medals at the Paris 2024 Olympics. This campaign proved that sports, discipline, and community can be powerful tools in the fight against addiction, paving the way for a healthier, stronger generation.