Coca-Cola Europe has collaborated the Publicis Mojo agency from Sydney to develop a new integrated promotional project for its energy drink Burn, and now they are proud to unveil the results of their hard work. Starting July 22, the campaign rolls out in 43 European markets and features three ‘burning’ short videos by three different directors—“Ride” (by Garth Davis), “Playground” ( by Glendyn Ivin) and “Peepshow” (by Jonathan Hill),—all of which are released online on the Burn’s hub and social media websites.

The brand has invited representatives of modern youth culture (skaters, musicians and snowboarders) to become the key characters of the short documentaries. The footage was shot in live environment to render the spirit of the new generation culture best way possible. The “Playground” and “Peepshow” spots were shot in Philadelphia and Quebec City respectively, and to film the “Ride” video, a very gritty one, the creative team had to go to Mexico City.

“The films were as pre-conceived as they could be. We knew what the spirit of the idea was and we’d found the appropriate talent together, especially in the documentaries. We just had to let the film makers shape the stories on their own to keep them credible and authentic. Burn’s most influential audience are in large part creators themselves—performers, writers, documenters, editors and publishers within the communities we’re speaking to, so it was critical our films were the kinds of things they could appreciate. They had to be fresh,” commented Mojo ECD Micah Walker.

Among these three pieces, “Ride” is probably the most impressive one. Is there anything more breath-taking than skating guys, who are literally on fire, when rushing along the dark urban streets and dreary tunnels? Obviously, not. The sportsmen, who starred in the video, were coordinated by LA-based skate expert Steve Berra. “One of the great mistakes you can make is to over-romanticize skateboarding. Skaters smell it a mile off and will hate you for it. So this was all about doing the stunts and fire for real and really respecting the skaters, yet keeping a surreal, cinematic feel so they felt original,» commented Garth Davis, the director of the spot.

Find the updates on this campaign, as well as on the other acidity of the brand on its YouTube, Facebook and Twitter pages.