Millennials love silliness, and that’s the target market for this campaign by Serviceplan Campaign for energy drink, Maximal G. Silly millennial campaigns don’t always appeal to every generation. This one does.
Its premise is that we all use up way too much energy in our daily lives, whether we’re at work, shopping, or even sleeping, everything we do uses energy and we need this energy to survive. But how do we get as much energy as possible, without wasting too much of it?
The quirky mockumentary at the spearhead of the campaign features a cyclist who believes she has found the answer to this problem. She cycles backwards so that she doesn’t “use energy from the present but lives on the energy of moments gone by”.
The point is that you could also just drink a can of Maximal G, which the film cleverly avoids spelling out. Millennials hate being told what to do in ads.
The digital campaign is Serviceplan Campaign’s first for the brand.
Michael Jaeger, managing director consulting, Serviceplan Campaign, commented, “Maximal G is directed at young people who are always either online or out and about. With Maximal G, the REWE Group has launched a product in the market which perfectly matches this kind of lifestyle. Our campaign exactly reflects that lifestyle and will, therefore, be extraordinary and surprising, just like the people that we want to reach out to.
“We have been pursuing a modern content approach that puts the digital communication measures into the spotlight and distinguishes itself through shorter periods of implementation in order to consistently produce new and especially current contents for users.”
Creative agency: Serviceplan Campaign
Global Chief Creative Officer: Alexander Schill
Executive Creative Directors: Christoph Everke & Alexander Nagel
Creative Directors: Marko Savic & Laura Müller-Rossbach
Senior Art Director: Jonas Menze
Copywriter: Kate Haase
Junior Copywriter: Katharina Steffen-Stewart
Senior Account Manager: Frederike Enk
Junior Account Manager: Julia Leibetseder
Content Agency: Neverest
Executive Producer: Aisha Blackwell
Director: Matthias Thönnissen, Instand Records
Production Company: e+p films
Managing Partner: Ulrich Reuter
Producer: Viviane Völker
DoP: Kaspar Kaven
Producer Assistant: Andreas Heidenreich
Music Composer: Marcel Neumann & Pascal Lonsdorfer @ MOKOH Music
Executive Music Producer: Stephan Moritz @ MOKOH Music
Sound Designer: Robert Miller @ m-sound studios
Post-Production: KAEPTN Postproduktion
Media Agency: Mediaplus Media 1
Client: PENNY-Markt (Maximal G)