Coca-Cola Europe is promoting Burn, the energy drink, with an integrated advertising campaign centred around short films “Ride”, “Playground” and “Peepshow”. The series tells the stories of real-life characters from the skate, music, and snowboarding communities. The films have be activated online with strategic seeding in over 65 community channels and will feature in Burn-branded social media spaces and an online hub. The work will be rolled out in 43 European markets starting 22 July with a hub at www.burn.com. The integrated programme will also feature filmed content created in grassroots, cross-community projects designed by Mojo and activated by Coca-Cola’s local European markets.
The Garth Davis-directed ‘Ride’, shot in Mexico City, is a piece whose gritty reality is heightened by flaming trails that the skaters leave in their wake, a metaphor for their fierce creative expression. The riders, who were literally on fire, were coordinated by LA-based skate guru Steve Berra, who hosts the most influential online blog in the skating community.
Davis said, “We went for a deeper, more compelling to ne than the high-octane energy most competitor brands do in their advertising. And one of the great mistakes you can make is to over-romanticize skateboarding. Skaters smell it a mile off and will hate you for it. So this was all about doing the stunts and fire for real and really respecting the skaters, yet keeping a surreal, cinematic feel so they felt original.”
Click on the image below to play the Ride film in YouTube (HD)
See the Coke Burn Ride Facebook page.
‘Playground’ and ‘Peepshow’ are pure lyrical documentary, shot in urban Philadelphia and Quebec City respectively.
Click on the image below to play the Playground film in YouTube (HD)
Click on the image below to play the Peepshow vs Quebec film in YouTube (HD)
The Burn campaign was developed at Publicis Mojo, Sydney, by chief creative officer Craig Davis, executive creative director Micah Walker, creatives Ian Williamson, Andrew Ostrom, Ruth Bellotti, Kirsty Gavin, producers Pip Smart, Corey Esse, Ali Dunlop and Lisa Vermaak, strategists Graham Ritchie, Simone Ellis, Will Davie, and account manager Simon Ludowyke. See the Mojo Things brand site associated with the Coke Burn campaign.
Filming for Ride was shot by director Garth Davis via Exit Films, Melbourne, with producer Karen Sproul, director of photography Greig Fraser, editor Jack Hutchings, The Butchery, and VFX artist Colin Renshaw, Cutting Edge.
Filming for Playground was shot by director/DOP Glendyn Ivin via Exit Films with producer Allison Lockwood, executive producers Garth Davis and Karen Sproul, and editor Peter Scriberras at The Butchery.
The digital campaign was developed at The Rumpus Room, London, by creative lead Tomas Roope, production lead Steve Wyles, technical lead Kentaro Yamada, social media strategist Jessica MacCormick.