Burn Energy needed to build awareness and brand equity under constant pressure from competitors.
The category leaders were focused on big-budget content that saw athletes pushing to the extreme. But they’d missed a trick: a high proportion of the audience valued creativity over gnarly jumps, and wanted brands to push culture forwards – not just throw money at it.
burnyard was a cross-cultural collaboration project that brought forward-thinking icons from different worlds and disciplines together. The collective included musicians Avicii and David Guetta, artists Gerry Judah, M-City and Mr. Brainwash, skateboarder Rune Gilfberg and Lotus F1 driver Kimi Raikkonen.
This cultural accelerator produced an array of innovative and genre-bending projects, including Guetta meets Guetta art exhibition, an exclusive Avicii track ‘Speed’ in partnership with Lotus, the world’s first skateable artwork and the world’s first F1 art car. The creativity was captured in a five-part documentary series and a number of exclusive events that followed the F1 GrandPrix tour.
Some of the results:
• 6 broadcast segemnts
• 403 online articles
• Celebrity guests Mischa Barton, Sam Worthington and Liam Cunningham
• +10M streams of the Avicii x Lotus track 'Speed' (+3M of which were watching our music video)
• 80% adoption across all burn markets around the world
• +9.2% growth in yearly sales (global energy drink market growth of +6.2%)
Avicii creates new track 'Speed' - the official Lotus F1® Team Mix. Unveiled at burnyard™ Live in Budapest.
The final episode of a five-part series that was shared across burn's global audience base, including the use of earned channels and those of Avicii, Rune Glifberg, Kimi, Lotus F1, Gerry Judah and M-City.
Working with street artist M-City we designed a visual identity that celebrated the collective and Lotus F1 Team partnerships.
This identity was used on everything from live posters to limited edition burn cans.
