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Relentless Energy Drink “Virtues” advert

Client: Coca-Cola

Agency: Erasmus

Relentless Energy Drink is promoting its “No Half Measures” spirit this summer with an integrated campaign that aims to highlights the virtues that underpin the brand’s unique philosophy.  

The activity comprises of a stirring cinematic creative, engaging content on, striking outdoor and targeted sampling.
Airing on cinema screens nationwide from 13 May, the 60-second ad unleashes a minute of pure energy on audiences.  Using high definition cinematography and cutting edge post-production to create a dark and vivid landscape, the execution displays the distinctive imagery of the Relentless Energy Drink brand.
To further support the “No half measures” message, the spot features four groundbreaking artists, athletes and performers who each personify one of the key virtues from the Relentless Energy Drink variants – from physical endurance to uncompromised musical devotion.  Jiu-Jitsu champion Roger Gracie, street dancer Zoe Green, BMX star Mark Webb and Gallows guitarist Steph Carter all demonstrate unrelenting discipline, vision and endurance as they strive to reach the top of their field.  

With a soundtrack by the Chase & Status and impassioned voiceover from British actor Jason Flemying, the film combines provocative yet beautiful imagery, epic music and inspiring performers, designed to exhilarate and motivate cinema-goers.
To engage users online, the brand’s first global digital hub will provide innovative, daily content tailored to each market including videos, articles, interviews and features.  Built by Zone and designed by Resistance Partners, the site also integrated with Facebook, Twitter and YouTube.  

Rewarding consumers via Facebook, Relentless Energy Drink is also launching a competition to win the trip of a lifetime to see Roger Gracie in the flesh at his live fight in Las Vegas, later in the year.  
Elsewhere, the brand is lending further support to newly launched sugar-free variant ‘Libertus’ with a series of artistic 96 and 48 sheet ads featuring the ‘All impact, no sugar’ tagline, whilst a targeted sampling campaign will bring the full product range to the hands of consumers at festivals this summer.
Relentless spokesperson Sam Grant said: “This campaign champions the unique Relentless Energy Drink spirit of ‘No Half Measures’ with passion and vision, set to stir and awaken consumers with the brand’s energetic spirit.”

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