Drib

Amir is an idiosyncratic comedian and prankster who created a brief news sensation in 2014 by provoking random passersby and inciting them to fight in the streets of Oslo. Videos of him apparently being brutally assaulted were viewed by millions and ended up inspiring a shock-based marketing plan for a well-known energy drink. A major advertising agency invited him to Los Angeles to be the face of the new campaign, but nothing went as planned. DRIB is a film that simultaneously exposes and pokes fun at media manipulation by telling the story of the sensational and painfully comical marketing process that took place in 2014, starring Amir as himself. The film shows how art becomes advertising, how something fake can have a real effect, and it reveals an industry and a company from the inside. A company that almost ensured that the film was never made. To avoid lawsuits, the real energy drink brand has been replaced by a fictitious one: DRIB.