Coca Cola Europe and Publicis Mojo are rolling out the first elements of a three-year crowd-focused campaign for energy drink Burn.
Three short, unscripted films, Ride, directed by Garth Davis, Playground directed by Glendyn Ivin and Peepshow directed by Jonathan Hill launch the integrated campaign. The films will be be distributed online and will live on campaign hub, Burn.com.
Davis shot Ride in Mexico City, working with skate community heavyweight Steve Berra (and the riders were literally flaming).
The campaign will also feature community generated and will roll out on Burn.com in 43 European markets starting July 22.
Publicis Mojo worked with Exit Films and London's Rumpus Room on the campaign.