V PURE
| Title | V PURE |
| Brand | FRUCOR BEVERAGES |
| Product / Service | V ENERGY |
| Category | A02. Drinks |
| Entrant | COLENSO BBDO Auckland, NEW ZEALAND |
| Idea Creation | COLENSO BBDO Auckland, NEW ZEALAND |
| Production | COLENSO BBDO Auckland, NEW ZEALAND |
Credits
| Name | Company | Position |
|---|---|---|
| Nick Worthington | Colenso BBDO | Creative Chairman |
| Dave Brady | Colenso BBDO | Creative Director |
| Jen Storey | Colenso BBDO | Head of Broadcast |
| Lucy Grigg | Colenso BBDO | Project Director |
| Andy McLeish | Colenso BBDO | Head of Planning |
| Aaron Turk | Colenso BBDO | Digital Creative Director |
| Natalie Downes | Colenso BBDO | Senior Business Director |
| George Howes | Colenso BBDO | Art Director |
| Billy Worthington | Colenso BBDO | Copywriter |
| Sofia Saint-Genez | Colenso BBDO | Producer |
| n/a | OMD | Media Agency |
| Craig Irwin | Frucor Beverages Ltd | Marketing Director |
| John Alexander | Frucor Beverages Ltd | Senior Brand Manager (Comms) |
| Ursla Bowden | Frucor Beverages Ltd | Senior Brand Manager (Product) |
| Ada Almeida | Rankin London | Producer |
| Storr Redman | Rankin London | Executive Producer |
| Vicky Lawton | Rankin London | Director |
| Marcus Domleo | n/a - Independant | Director Of Photography |
| Gary Coogan | n/a - Independant | Editor |
| n/a | Rushes | Post Production Company |
| Menlo Park | n/a - Independant | Sound Design |
Brief Explanation
Rather than develop a traditional narrative driven commercial, we wanted to create a piece of film to specifically deliver what it feels like to drink a bottle of Pure and also elevate the V brand to appeal to a more sophisticated audience. The resulting film is a fast paced sequence of scenes developed with the director to represent our product positioning of ‘PURE NATURAL ENERGY’ in the most visually stimulating ways. We drew on the six natural ingredients of the product itself to develop a visual landscape far removed from the traditional adrenaline sport filled world of energy drinks to elevate V Pure into a more sophisticated space. The high energy music track was composed in the same spirit using real instruments in an analogue way rather than anything artificial or synthesised.