Coke Burn Documentaries

Posted: July 23rd, 2010 | Author: Andi | Filed under: Movies, Sports | Tags: Burn, Coca Cola, Crash, Energy Drink, Female, Music, Rapper, Skateboarding, Snowboarding | No Comments »

Pub­li­cis Mojo and Exit Films cre­ated for Coca Cola three doc­u­men­tary style adver­tise­ments for a cam­paign pro­mot­ing the energy drink Burn.

The first one — Ride — shows skate­board­ers in Mex­ico City that were set to fire.

Peepshow films young female snow­board­ers show­ing their skills and bails.

And finally Play­ground fol­lows a young Philadel­phia rap­per, who cre­ates beats with hit­ting ran­dom stuff around him.

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’, explains Micah Walker, exec­u­tive cre­ative direc­tor of Mojo Syd­ney. “Burn’s most influ­en­tial audi­ence are in large part cre­ators them­selves — per­form­ers, writ­ers, doc­u­menters, edi­tors and pub­lish­ers within the com­mu­ni­ties we want to com­mu­ni­cate with – so it was crit­i­cal our films were the kinds of things they could appre­ci­ate. They had to be fresh.

(via)

---