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.

Skills = Views. The Power of Awesome

This video was featured over on the Three Billion blog, and we felt it was worth posting here too. Its a great bit of skills-based awesomeness and as such is the perfect viral, if we are to believe the New York Times research that the most shared stories "inspire awe". It has been done before, but it is a good move for Head, and indeed Andy Murray, who gets to show his previously-hidden fun side.

"Branded Content?"- Let's just call it comedy

At last, the planets have aligned and I've been gifted an opportunity to mention Arrested Development on the blog. Actors from the most underrated sitcom of all time have been popping up all over the place, most recently in this bit of "branded content" from Orbit. It is so watchable that it seems ridiculous to call it "content" rather than comedy, and unlike many forays into online video, Orbit have not shied away from getting the product in there. They have woven it convincingly into the narrative, meaning it isn't just an intrusion.

Though to be honest they could have made every character dress as chewing gum, I'd still watch Will Arnett.

Reaching your remote Audience

Julian Cole published some interesting thoughts over on his (recommended) blog on which brands are reaching their "remote audience". He mentioned Diet Coke Real Women, which used an event to create a story for the online audience.

We still think Red Bull are the best this, but Gatorade have also recently embarked upon Replay 2, the follow-up to their highly successful event last year where an infamous local sporting rivalry was finally settled. The latest rematch was watched by 4,000 in a sold out arena, but it was also webcast on Fox Sports. Watch the teaser above and watch out for the full documentary which is about to be released.

Holy Kaw- look at this

Red Bull have done it again. While most brands are hastily trying to shoehorn some "participation" into their communications (anyone have a bread confession they want to upload? didn't think so), Red Bull are living it. Their events are spot on for their target market, and provide compelling content to be shared online. T-Mobile was a great example of a big brand campaign successfully making itself participatory, but the amazing thing is that Red Bull are doing a "dance" every six months, and it is not costing them the earth.

You just got schooled

I found this over at the great Escape Pod blog, and thought it deserved a mention. It was for OfficeMax, and was shown on TV as a 40 minute special. Its ambitious, funny and clearly a hell of a lot more emotionally engaging than a 30 second ad. Worth a watch.

Abolutely branded content

The latest Absolut work was released on Monday, and as you would expect, it is stylish stuff. The 15 minute documentary, entitled "NY-Z" follows Jay Z before his September 11th charity concert in Madison Square. It is another great example of Absolut caring about the things people really care about. It has also been a lesson in building hype. The "leaked" trailers were picked up by media around the world, and helped drive traffic to the Facebook group, where you could become a fan to see more exclusive video. Even detractors could not help blogging about it and linking to the facebook page.

Nike just do it again

Nike Woman from edouard salier on Vimeo.

Nike have consistently impressed us with their ability to create awesome content and "do cool stuff". Their latest work, by Edouard Salier (who directed that amazing Massive Attack video) is no exception. Give it a watch and marvel at Nike's commitment to creativity.

Sky dive from Space

Branded Content has finally been proven to be more effective online than short tv spots. Admittedly it was proven by a branded content company, but we are happy to take their word for it if it means we get less of this and more of this. Red Bull have a history of creating great stuff (remember the awesome and completely unbranded Unflinching Triumph?) and their newest project is no different. Its well executed and feels spot on for the brand. Here are a selection of others we have enjoyed recently.

McDonalds- Monoski
Microsoft- Dr. Bing
Absolut- I'm Here
Banana Republic/ Vanity Fair

The Ultimate Rematch

Definitely one of my favourite campaigns this year is Gatorade’s branded content piece Replay.
An epic documentary that sees two rival high school football teams from 1993 replay a grudge match that ended in a tie 15 years ago. As honorary coach Peyton Manning put “What athlete doesn’t have a game or a moment they wish they could do-over?”
A great example of a brand moving beyond traditional advertising and creating compelling content.
Check out the trailer: