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MAXX Energy Shooter, chi dorme è perduto

24/05/2011

I sogni possono trasformarsi in incubi, meglio restare svegli. Per ore. Firma JWT Germany Brand Pioneers Program, nato per aiutare i 'piccoli' brand a diventare grandi con campagne che vogliono farsi notare. 

Stay wide awake -- with the new and extremely strong MAXX Energy Shooter that gives you "Powers for hours". The creative concept: dreams can be scary and weird, so staying awake with the help of MAXX is the much better option. Far from the usual chirpy illustrated marketing in the FMCG category, this campaign aims to make the audience feel the creepy dream in order to then reveal the unexpected payoff and product message. A guy fallen asleep in a cab with his face pressed across the glass window wakes up from a scary drowning dream underneath icy -- better stay wide awake! Quite literally it is about taking the viewer "on a ride". The editing, the music, the casting, the locations in cool NEW Berlin -- all of these elements are chosen with great care given the young audience. CZAR films and director Jan Casper Hogerzeil helped create these rather extreme ads. AEP American Energy Product is the client. This is a first project of the JWT Germany Brand Pioneers Program, that aims to help small but interesting brands and product get a push of energy through professional communications.

Credit
Advertising Agency: JWT, Germany
Creative Directors: Till Hohmann, Kirsten Hohls
Art Directors: Ainara del Valle Perez-Solero, Regina Groffy
Copywriter: Daniel Zago
Account Supervisor: Martin Wider
Tv Producer: Georg Hofer von Lobenstein
Production Company: CZAR 
Producer: Jan Fincke
Director: Caspar-Jan Hogerzeil
Line Producer: Niko Maronn
D.O.P. Cameraman: Gert Kappes
Lighting: Denis Locasso
Music: Sizzer Amsterdam
Post Production: Deli Pictures
Actor: Max Woelky
Music Supervisor: Sander van Maarschalkerweerd

 

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