Overcoming the oil and gas dependency of Russia's economy has been a topic for endless conversation over the last 15 years. The solution came from an unexpected player. Chaikofsky Sugar was re-positioned as a "source of pure energy", so we decided to tap into the discussion and show that an oil and gas powerhouse could become a sugar superpower.

We created a research institute — the Chaikofsky Centre for Sugar Research and invited the media to meet with the centre's charismatic director. His ambition to popularise sugar as an energy source caught their attention with major nationals publishing stories detailing how the new fuel could even power spaceflight.

It became curiouser and curiouser. An advertising campaign supported the message, encouraging customers to pre-order ready-to-use packs of sugar fuel on the Chaikofsky Centre for Sugar Research website and download the blueprint for an eco-friendly computer powered by sugar-fed hamsters.