COCA COLA’S RELENTLESS DRINK SPONSORS CHANNEL 4 PROGRAMME
Fast growing energy drink Relentless, is launching a pioneering, feature length documentary exploring the personalities of contemporary artists as they search for fulfilment across three diverse domains whilst pushing themselves to the absolute limits.
Inspired by the work of Renaissance painter, sculptor and architect Giorgio Vasari and written and directed by Erasmus, Lives of the Artists uniquely showcases artists from three very different domains within one film. It follows hardcore British punk rock band Gallows, one of the world’s top snowboarders Xavier De La Rue and British surfing triumvirate Tom Lowe, Mickey Smith and Fergal Smith as they pursue their passions without compromise, echoing the gritty determination, vision and ambition that is at the heart of the Relentless brand.
This cutting-edge documentary will be supported by targeted TV and online activity, maximising brand engagement across both core and wider mass audiences. Secured by Dazzleship a series of eight branded 30 second spots on Channel 4 will be broadcast in the run-up to the national airing on 17th December, linking up with a competition running concurrently on the C4 website to win a European heli-boarding weekend www.channel4.com/relentless.
A series of 30 second MPU ads, secured by Vizeum with media partner MPORA and a social media drive further enhance online awareness. To magnify brand interaction and recruitment to Relentless’ on-line community ‘The Order’, consumers can visit the brand’s website, www.relentlessenergy.com, for the latest Relentless news, money can’t buy prizes and to view a long form version or directors cut of the film in HD.
Since premiering last week the film has already made a big impact winning two awards at the International Freeride Film Festival at St Lary-Soulan winning ‘Best shooting’ and also the Jury’s special prize.
Steven Ruhl, Senior Brand Manager for Relentless Energy Drink comments: “Since Relentless Energy Drink was created four years ago it has continually invested in a community based marketing approach to engage action sports, motor sports and music communities. Through content creation rather than solely advertising, Relentless aims to earn respect rather than buy it within these communities.
With Lives of the Artists I am confident we will engage and delight our target audience and further develop the brand’s standalone position in the energy drinks segment.”
Lives of the Artists is the second documentary from Relentless Energy Drink, following Powers of Three. This film captured three remarkable surfers as they conquered fierce winter seas off the coast of West Ireland and was shortlisted for the 2009 New York Surf Film Festival and voted DVD of the year 2009 by Carve, the UK’s largest surfing magazine). This latest film is the latest in a series of content initiatives created by Erasmus including the Order Lifestyle magazine and the REV music visualiser amongst others.
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