Burn Design & Branding BURN ENERGY by Publicis Mojo Sydney

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Industry Soft Drinks
Media Design & Branding
Market Australia
Agency Publicis Mojo Sydney
Executive Creative Director Micah Walker
Art Director Andrew Ostrom
Copywriter Ian Williamson
Photographer Ben Stockley
Released August 2010

Credits & Description

Category: Design Photography
Advertiser: COCA-COLA
Product/Service: BURN ENERGY DRINK
Date of First Appearance: Aug 27 2010
Entrant Company: PUBLICIS MOJO, Sydney, AUSTRALIA
Entry URL: http://www.burn.com/
Executive Creative Director: Micah Walker (Publicis Mojo, Sydney)
Copywriter: Ian Williamson (Publicis Mojo, Sydney)
Art Director: Andrew Ostrom (Publicis Mojo, Sydney)
Photographer: Ben Stockley (Agent Orange)
Retoucher: Innes Robins (Electric Art)
Art Buyer: Alison Dunlop (Publicis Mojo, Sydney)
Production Manager: Oscar Birken (Publicis Mojo, Sydney)
Media placement: Magazine Press - Rolling Stones Mag, Campus, Snowboard Mag, Snowmap, Sequence, On Board, Pointbreak, Baco - 27/08/10
Media placement: Online - burn.com - 27/08/10

Describe the brief from the client
Revive the fortunes of Coca-Cola’s flagging energy brand for 43 European markets.

Describe the challenges and key objectives
We wanted to imbue Burn’s brand identity (the flame) with more meaning, echoing our core idea – that when you fiercely express your creativity, you leave a signature that challenges & inspires.

Describe how you arrived at the final design
The aim wasn’t to take the perfect image but to portray the aesthetic of our chosen communities and tell a story, making something that was true to the people we were taking to, rather than using typical advertising imagery.

Give some indication of how successful the outcome was in the market
Burn is now an aspirational presence in the energy community, achieving a jump in European sales volumes of 15%