Burn Film Burn: RIDE by Publicis Mojo Sydney

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Burn: RIDE

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Industry Soft Drinks
Media Film
Market Australia
Agency Publicis Mojo Sydney
Director Garth Davis
Executive Creative Director Micah Walker
Art Director Andrew Ostrom, Ruth Bellotti
Copywriter Ian Williamson
Producer Karen Sproul
Account Supervisor Simon Ludowyke
Editor Jack Hutchings @ The Whitehouse
Released June 2011


Cannes Lions 2011
Film Craft Lions Direction Bronze
Film Lions Internet Film Bronze

Credits & Description

Type of Entry: Other Film Content
Category: Internet Film
Title: RIDE
Advertiser/Client: COCA-COLA
Product/Service: BURN ENERGY DRINK
Entrant Company: PUBLICIS MOJO Sydney, AUSTRALIA
Advertising Agency: PUBLICIS MOJO Sydney, AUSTRALIA
Chief Creative Officer: Craig Davis
Executive Creative Director: Micah Walker
Art Director: Andrew Ostrom/Ruth Bellotti
Copywriter: Ian Williamson
Agency Producer: Philippa Smart
Account Supervisor: Simon Ludowyke
Production Company: EXIT FILMS Melbourne, AUSTRALIA
Director: Garth Davis
Producer: Karen Sproul
Editor: Jack Hutchings
Sound Design/Arrangement: Jason Murphy/Gas Inc Melbourne
Music: Artist/Title: Django Django/Wor
Post Production: Colin Renshaw/Cutting Edge/Sydney
Other Credits: Head Of Tv: Corey Esse/Music Production: Karl Richter/Level Two Music Melbourne

Brief Explanation:
Created for Coca-Cola Europe’s energy drink, Burn, this film forms part of our approach to collaborate with communities where energy plays a role in fuelling creative expression.

The campaign featured and involved our audience in the actual creation and distribution of the campaign, instead of merely reflecting their world.

‘Ride’, the first of three films, features local skaters from the Distreeto street skateboarding collective, along with LA skate legend Steve Berra.

The film follows their journey from dawn til dusk as they criss-cross Mexico City, which they had done many times before, but not quite like this.

Wearing protective clothing and gels over their hair and skin, the skaters were asked to ride this journey for the first time while on fire.