Burn Films

We just came across this new work from Publicis Mojo in Sydney for Burn, Coca cola's new energy drink. Unlike the hyped, high-octane approach taken by most energy drinks, Coke has chosen communities where "energy" plays a real role. There are three films, all shot documentary style to preserve the realism of these communities. The skate one in particular is very reminiscent of Spike Jonze's Lakai Intro. They can all be found on the Mojo website (in much better quality), and are pretty awesome. It is a big shift for Coca-Cola, in the way they approach communications.
"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 Mojo Sydney.