Publicis Mojo wins with Burn at Eurobest
Publicis Mojo’s work for Coca-Cola Europe won three medals at theEurobest Advertising Festival in Hamburg last night. Mojo was the onlyAustralian agency to collect an award.
The silver and two bronze medals were awarded to Mojo’s online film’Playground’, directed by Glendyn Ivin. The film is part of anintegrated portfolio for Coca-Cola’s Burn energy drink, developed toreposition the ailing energy brand and create a 24/7 dialogue withconsumers in 43 European markets.
VIEW PLAYGROUND
Mojo took an unconventional approach to production of the three online films, collaborating with Exit Films directors Garth Davis, Jonothan Hill and Ivin. Rather than being traditionally scripted, each was developed with the heavy involvement of talent from the creative communities the brand wished to engage.
The central character in ‘Playground’ is Julius Wright, aka ‘Lyrical God’ – an undiscovered, 21 year old beat-rap artist from Philadelphia. In the film, the city becomes a re-appropriated soundboard reflecting the rhythm of his life.
‘Playground’ and the other two films were seeded in over 65 community channels and branded social media spaces, and were distributed Europe-wide via an online hub. The hub also hosts ‘Burn Studios’ – an opportunity for aspiring musicians like Julius to be mentored by established artists such as Cassius and Uffie, and to produce tracks with the Burn Studios Audiotool, a revolutionary cloud-based production studio.
Coca-Cola has credited the integrated programme as having helped them make “a cultural step-change in the way we approach marketing communications.”
CREDITS
‘PLAYGROUND’
Production Company : Exit Films
Director/DOP – Glendyn Ivin
Producer – Allison Lockwood
Exec Producers – Garth Davis and Karen Sproul
Editor – Peter Scriberras at The Butchery
Production Company – Exit Films, Melbourne
Music Supervisor – Karl Richter at Level 2 Music
Sound Mix – Jason Murphy at GAS
Agency : Publicis Mojo, Sydney
Chief Creative Officer – Craig Davis
Executive Creative Director – Micah Walker
Creatives – Ian Williamson, Andrew Ostrom, Ruth Bellotti, Kirsty Gavin
Production – Pip Smart, Corey Esse, Alison Dunlop, Lisa Vermaak
Strategy – Graham Ritchie, Simone Ellis, Will Davie
Digital Strategy & Supervision – Simone Ellis, Will Davie
Client Service – John Flood, Simon Ludowyke
7 Comments
Did any other agencies enter this?
Nope. It’s at the same level as the kinsales.
Not press release material, but they fucking need it.
It’s only meant to be for European agencies. Which I presume is why it was the only Australian agency to collect. So I guess the question should be 5:42PM, was it eligible?
I think its meant to be for work prduced for Europe…..of oz agencies only Mojo has that vision (and no I don’t work there)
It’s only for work that runs in Europe (which the burn stuff did)
Actually, I’d put Kinsale above Eurobest.
Nice work guys. I really liked the movie.