Title	BURN ELEMENTS
Brand	BURN ENERGY DRINK
Product/Service	DRINKS
Category	A01. FICTION: SERIES OR FILM
Entrant Company	SOCIAL MEDIA SL Madrid, SPAIN
Contributing Company	SOCIAL MEDIA SL Madrid, SPAIN

Name	Company	Position
Juan Polo	Social Media SL	Creative Director
Mónica Rubio	The Coca Cola Company	Imc Contents
Ana De La Puente	Mccann Worldgroup	Account Executive
Javier Pizarro	The Coca Cola Company	Imc Contents
Alejandro Fuente Aguirre	The Coca Cola Company	Brand Manager
Lisandro Medina	Social Media SL	Post Production

The Campaign

burn ELEMENTS is a branded content webseries produced for burn Energy Drink Spain about the three boarding sports conceived by burn: skateboard, snowboard and surf. It describes an special "ELEMENT" for each spanish rider and discipline. All the ELEMENTS have a name, symbol (all riders have tattooed their element to share their values and reflect to a common board sports vision) and location, and they represent special feelings that can be lived at a special atmosphere or situation in which burn is involved as the energy source. The series is composed by 6 online microfilms, and each video is starred by the sponsored local burn spanish team: 2 skaters, 2 surfers and 2 snowboarders. All videos ends with a written insight that reflects the philosophy of the message. The ELEMENTS are: LINES, ATTITUDE, THE NIGHT, FIERCE, PHYSICS and FREEDOM.

Results

The objective is to draw and establish a burn-side vision to seize boarding sports between 18-35. Through brand content video, burn ELEMENTS set up a Coke-lifestyle differentiator in an energy drinks market exceeded by a sea of sameness controlled by the two global players of scale, Red Bull and Monster, where their master content consists in a showoff out of everyone's level to be real and lived in. Only superhumans can really live their value proposals (like Felix Baumgartner), and Monster based on youth early-childish adrenaline that is abandoned trough the growth of target (14-20). The burn vision is granted to those who chase down their dreams, no matter what. Being accessible to everyone committed to live it to the fullest and make it real trough believing in their own capacities, taking to a terrenal insight. As a result, burn ELEMENTS is here to nurture creativity and consumer capacities to accomplish their goals: the real freedom to chase down your dreams, focusing on goals and fading out distractions, getting lost to find yourself, playing with the gravity forces that keep us away from danger and remind us to have our feet in the ground... Online microfilms with real engaging accessible messages scalable to other situations in life in which energy is needed to seize life.

This is our key message to touch the audience: It can be frustrating not being able to follow your desires. Life is a balancing act between what we have to do, and what we want to do. But true freedom can be found in the pursuit of passion. Granted to those who chase down their dreams, no matter what. Insights and situations are lived in burn board sports with a final brand key message: Live what you burn for. burn ELEMENTS FREEDOM is the core of the campaign.

burn ELEMENTS make a dent in the client and spanish boarding sports market. Only The Coca-Cola Company's brand can draw such a creative message in the energy drinks category to seize adrenaline that extends insights to an aspirational consumer that chase down this dreams. The core video of the campaign, burn ELEMENTS FREEDOM was aired in Cinemas all across Spain during Summer 2014.