Coca-Cola Europe with the help of Publicis Mojo, Sydney finally look like they have a shot at toppling Red Bull from the top throne of the European market. Forget "dance all night" type ads aimed at the techno-crowd, and say hello to short films featuring kids doing crazy things as they burn energy, and in this one literally burn.

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 will 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 series tells the stories of real-life characters from the skate, music, and snowboarding communities. ‘Playground’ and ‘Peepshow’ are pure lyrical documentary, shot in urban Philadelphia and Quebec City respectively. 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.

Client: Coca-Cola Europe Agency: Publicis Mojo Sydney Production Company: EXIT FILMS Director(s): Garth Davis Creatives: Craig Davis (Chief Creative Officer) Micah Walker (Executive Creative Director) Ian Williamson, (Creative) KAREN SPROUL (Producer) Grieg Fraser (DoP) Pip Smart, (Agency Producer) Jack Hutchings (Editor) Country: Australia Other Credits: 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 Music Supervisor - Karl Richter at Level 2 Music Sound Mix - Jason Murphy at GAS Editor - Jack Hutchings at The Butchery VFX - Colin Renshaw - Cutting Edge Digital Partners – The Rumpus Room, London Creative Lead – Tomas Roope Production Lead– Steve Wyles Technical Lead – Kentaro Yamada Social Media Strategy – Jessica MacCormick

Comments (2)

  • Dabitch's picture

    Yeah, I might just have to try a can of Burn. You know, to support cool campaigns.

    Aug 03, 2010

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Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.