Mojo unveils bold film work for energy drink Burn

Publicis Mojo has unveiled an ambitious set of long form videos for Coca Cola’s Burn Energy drink.

The work – a series of documentaries – is one of the first examples of the agency fulfilling its renewed desire to be a global agency, with the work being created for Coca Cola Europe.

The agency describes the unbranded work as “a major cultural step-change for Coca-Cola Europe in the way they approach marketing communication.”

‘The crux of our approach was to involve pre-existing communities in the creation and distribution of the key campaign assets, rather than the brand launching it on its own’, said Micah Walker, ECD of  Mojo Sydney.

A portfolio of three short films, ‘Ride’ (dir Garth Davis), ‘Playground’ (dir Glendyn Ivin) and ‘Peepshow’ (dir Jonathan Hill), kick off the integrated programme. The films can be seen at www.mojothings.com

The series tells the stories of real-life characters from the skate, music, and snowboarding communities. ‘Playground’ and ‘Peepshow’ are straightforward documentaries, shot in Philadelphia and Quebec City.

And Ride, shot in Mexico City,features skaters leaving flaming trails in their wake.

Davis said: ” 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.’

The work was a collaboration between Publicis Mojo and Exit Films with London’s Rumpus Room involved in digital strategy and execution.

The work will be rolled out in 43 European markets starting from today, with a hub at www.burn.com.

CREDITS :

AGENCY

• Publicis Mojo, Sydney
• Chief Creative Officer – Craig Davis
• Executive Creative Director – Micah Walker
• Creatives – Ian Williamson, Andrew Ostrom, Ruth Bellotti, Kirsty Gavin
• Production – Pip Smart, Corey Esse, Ali Dunlop, Lisa Vermaak
• Strategy – Graham Ritchie, Simone Ellis, Will Davie
• Client Service – Simon Ludowyke

PRODUCTION COMPANY

• Exit Films, Melbourne
• Music Supervisor – Karl Richter at Level 2 Music
• Sound Mix – Jason Murphy at GAS

‘RIDE’

• Director – Garth Davis
• Producer – Karen Sproul
• Editor – Jack Hutchings at The Butchery
• DOP – Grieg Fraser
• VFX – Colin Renshaw – Cutting Edge

‘PEEPSHOW’

• Director/DOP – Jonathan Hill
• Producer – Allison Lockwood
• Exec Producers – Garth Davis and Karen Sproul
• Editor – Rohan Zerna at The Butchery

‘PLAYGROUND’

• Director/DOP – Glendyn Ivin
• Producer – Allison Lockwood
• Exec Producers – Garth Davis and Karen Sproul
• Editor – Peter Scriberras at The Butchery

DIGITAL

• Digital Partners – The Rumpus Room, London
• Creative Lead – Tomas Roope
• Production Lead– Steve Wyles
• Technical Lead – Kentaro Yamada
• Social Media Strategy – Jessica MacCormick

STILLS

• Photographer – Ben Stockley
• Retoucher – Innes Robins at Electric Art