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
Nice to see a genuinely cool well crafted concept come out of Australia.
User ID not verified.
Release the soundtrack. I’m absolutely digging the hell out of it!
Great idea and a very, very nice piece of film.
User ID not verified.
Very cool
User ID not verified.
Very slick.
And the ‘yoof’ are sure to dig it.
Like this a lot.
User ID not verified.
love it.
brands who go out of their way to engage, entertain and capture their audience is rare.
well done.
User ID not verified.
Freakin awesome. The music track makes it so watchable over and over again.
User ID not verified.
Homage to director/producer/skate dude Spike Jonze?
https://www.youtube.com/watch?v=dPT7q825gwI
User ID not verified.
love it
User ID not verified.
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.’
er, so the skaters backs really were on fire, eh?
i’m glad all these tricks, the cool video and soundtrack didn’t overromanticise skating .. i’d hate the 15 year olds at my local skatepark to think this wasn’t in their future..
User ID not verified.
Rad^SICK
User ID not verified.
Didn’t Burn launch in Aus via the Revolution about 10 years ago – and took a similar unbranded route – albeit in print? I recall a whole group of different indie artists interpreted Burn via art etc and their slant went out via the limited edition and unbranded ‘Burn’ book. It had loads of cred at launch etc but the drink disappeared shortly after. Is this the same drink? Same kind of concept?
User ID not verified.
Beautiful to watch, but abit more narrative wouldn’t have been out of place.
Interesting, but not that engaging.
User ID not verified.
kind of agree, it’s like the advertising equivalent of Anna Kournikova…..
……looks good, does f**k all!
User ID not verified.
agree with richie. really cool clip but what does it actually achieve?
User ID not verified.
Everyone knows how much of a nightmare coke is, well done!
User ID not verified.
Outstanding. Congrats to all involved.
User ID not verified.
Looks stunning. Would love to see this on a cinema screen.
Awesome work. Well done Mojo.
User ID not verified.
Did I miss something?
The creative geniuses are the original filmmakers. All coke did was agree to bankroll what those creative directors were doing already. Pub mojo added “fire” to the mix.
The filmmakers, not the agency, and the players are at the heart of these films.
Not to take anything away from the creatives at PubMojo, or did I miss something?
User ID not verified.
Yes Rob you are right. Same drink, same concept 10 years later albeit done with a lot more thought and more money. Let’s hope they’ve made the drink taste better.
User ID not verified.
Don’t get it. Took too long.
User ID not verified.
So is Coke launching this to compete with Mother?
…agree with Joe
“The creative geniuses are the original filmmakers. All coke did was agree to bankroll what those creative directors were doing already. Pub mojo added “fire” to the mix.”
User ID not verified.
Isn’t this for Burn the Melbourne streetwear clothing label?
http://www.burnclothing.com.au/
User ID not verified.
@herald sun reader no but they can use it if they like. I’m sure Coke won’t mind. 😉
User ID not verified.