Friday, November 6, 2009

Intense Energy

Robbin & I spent the last 6 days working on a submission for the Young Guns Student competition 2009. We entered the open brief category with a digital advertising idea for the energy drink BURN this morning, just before deadline:



We want to involve users in the brand promise 'Intense Energy' of the energy drink BURN. Through a game where players and teams fight each other for energy, using their mobile phones as weapons. You point & shoot at your opponents mobile device, if you hit - his energy decreases. By scanning a BURN can the player receives an energy boost. Challengers advance in ranks and compete in leader boards.

23 comments:

Anonymous said...

Love the green sunnies wal!

Haven't seen the brief - slick presentation but didn't grab me. Like the idea but I think you needed to get it across quicker.

As I say graphics and design are top notch. Particularly liked the energy boost by scanning a drinks can.

Limiting that the technology is only applicable to the latest mobiles but forward thinking. :-)

Let us know how you get on.

Anonymous said...

how can you enter the young guns, you have to be in full time employment - your not

Anonymous said...

you said energy can't be measured and yet you get a top up on your boost scale when you scan a can?

Anonymous said...

overly slick - not much content

Anonymous said...

Also, you said energy cannot be talked about.

What do you think we're all talking about?

Anonymous said...

Not simple enough for me but good forward thinking.

Ted Jovetic said...

"I drink burn to dance all night, to have a good sex,to stay awake all time. I'm not a geek, I don't care reaching the top of a useless virtual chart without any prize and I don't want to scare people (more than usual) pointing my phone on them."

The idea seems good, but the product and the target seem wrong.

Anonymous said...

I agree with anon 1:28.

Mike said...

Couldn't you just nip in a shop and scan 20 cans off the shelf without buying them?

Nice app though...

Anonymous said...

zzz + Vo has really annoying tone. Is it male or female?

Anonymous said...

Man you lot are well bitter, at least he is trying - yet everyone just picks stupid holes in his work. I mean how many of you that have commented have even entered the young guns? Oh that's right probably zero

Mike said...

The only reason I say that is because if this was to become some sort 'fad' and people picked up on it, what will the kids do - probably nip in the shop and scan them ... maybe there's a way of giving it more credibility by incorporating the barcode on the back of the label...? Least then the kids would tear off the labels :) haha

Wal said...

mike, i think they could use one can over and over, so they don't need to raid the shops for them. the energy boost would give them a slight advantage but the game is still playable without the product.

Anonymous said...

Playable without the produce? Aren't you in the game of selling?

I think I'm missing the point then Wal - I don't see why they would be able to scan one can multiple times.

The question I was going to ask is, can two separate 'players' scan the same can but by your above post I'd assume yes.

Your idea would create brand awareness but I haven't yet understood how this translates to benefit for the company. It's all about making money really and they'd have to spend to create your game?

I'd just get your strategy air tight because your execution is very good.

Anonymous said...

who gives a shit about how much you could scan it and all that - it's just an idea is isn't actually going to get made. The idea is what matters (and it's a pretty interesting concept) not the logistics of it all.

Anonymous said...

Wal, great effort mate. As a young guns entry i think its presented perfectly. The idea may have a couple of holes but all in all its a good idea, that, with technical help, and a couple of tweaks to prevent any small problems, it could easily work.

Just a question, how did you put this presentation together? What programme did you use and did you put it together yourself? I think it looks amazing and really helps sell the concept. Very well done, a massive improvement from some of the campaigns i have seen you put up on here before. (j20)

Wal said...

thanks @09:40
it was a two man project, after finishing the concept we wrote a script for the casemovie together and drew s story board. we recorded ourselves in front of the green screen for the silhouettes and i was in charge of designing the interface of the game and the website. robbin used after effects and premiere in order to assemble everything together.

Anonymous said...

It's about strategy though - "who gives a shit about how much you could scan it and all that - it's just an idea is isn't actually going to get made."

The brand / company will give a shit! If you don't pay attention to the detail, how it'd work and make money for the client then really this is just an online can where people build up points/energy... whatever it may be and score themselves. Yes it's interactive with real objects and people using augmented reality but all in all it's just a game if you don't consider things like 'can you scan the same can twice'.

Picky perhaps but it's only a small critiicism of an otherwise nice idea and fab presentation.

Great advisors consider it all - if it's 'just an idea.'

Anonymous said...

oops - great advertisers! Or should I say creatives...

Mike said...

Fair enough, I like it all the same. If the can is just a boost it answers it :) nice.

Scamp said...

Nice concept and nice execution too, Wal. I like it a lot.

Anonymous said...

This is the massive problem with 'digitalitus', it creates the most useless crap around. Throw in some augmented reality while you're at it. Awful awful awful idea

Anonymous said...

Not a fan of the idea. It's not realistic to expect people to stand in teh street and zap one another, motivated by a new brand of energy drink. points for effort