Frucor’s marketing for V Isokinetic energy drink is centred around Pomparkour, a new extreme sport bringing together elements of Parkour, Free Running, Pompier (ladders), and “Hakenleitersteigen”, a European event started by fireman who climb building faces with ladders at speed. Launched in New Zealand in 2010, the marketing campaign included television commercials, outdoor and print advertising, and a Ladders sport page on the V Republic web community site, Facebook and Republic of V YouTube channel.
Click on the image below to play the V Pomparkour television commercial in YouTube (HD)
Click on the image below to play the V Pomparkour Behind the Scenes video in YouTube (HD)
Click on the image below to play the Pomparkour Ladder Sport Mash up video in YouTube (HD)
Click on the image below to play the Pomparkour Ladders video in YouTube (HD)
Click on the image below to play the History of Pomparkour video in YouTube (HD)
The Pomparkour campaign was developed at Colenso BBDO, Auckland, by executive creative director Nick Worthington, copywriters/art directors Rebecca Johnson-Pond and Kimberley Ragan, agency producer Jen Storey, group account director Angela Watson, account director Tim Ellis, account managers Stefanie Robertson and Jessica Blake, account executive Elizabeth Southall, and planner James Hurman.
Filming was shot by director Nathan Price via Capital City Films, with producer Julie Elstone and director of photography Ginny Loane. Sound was designed at Franklin Road. Editor was Sam Brunette at Postboy. Visual effects were produced at Toybox and Perceptual Engineering.
Music is “Lonesome Traveller” (Lee Hays) performed by The Weavers.
The Laddersport site was developed by digital creative director Aaron Turk, digital art director Rebecca Johnson-Pond, digital designers Lachlan Palmer-Hubbard and Peter Bardlsey, digital developer Matt Visser, digital producer Jen Storey, and digital animator Gareth Jensen.