Idris Elba Helps Dreams Come True in Emotional Purdey's Film
Purdey’s, Britvic’s iconic multivitamin fruit drink, is back and is on a mission to help people get the most out of life in its biggest ever campaign, ‘Thrive On’. Fronted by British Icon Idris Elba, the brand re-launch kicks off with a series of short films featuring real life stories to inspire people to search for ways to thrive in life.
Idris, one of the world’s biggest stars, and actor, DJ, writer to boot, is the perfect front man for a campaign that is centred on achieving your full potential as a person. In the films iris has created, Idris speaks to people about ‘when they stopped growing’ and what their dreams used to be. In an emotional twist, he helps those dreams come true for an unsuspecting interviewee.
Following iris’ appointment last year the agency has been working with Britvic to create a brand platform that allows Purdey’s and Idris to inspire and enable people. The campaign reflects Britvic’s desire to create dynamic brands with cultural value and supports the company’s position as an innovative leader in the non-alcoholic drinks market.
Kevin McNair, GB Marketing Director, Britvic, said: “We know Purdey’s is a brand with massive potential in a growing vitality category as consumers seek out healthier alternatives to stronger caffeine based energy drinks. In ‘Thrive On’ we have a platform that will make a positive impact in people’s lives and fuel that growth.”
The integrated campaign will roll out across Digital, Social & OOH and will centre on a series of short films that follow a group of unsuspecting individuals, who are set up in an intimate interview setting with Idris and are asked: “What do you want to be when you grow up?”
What follows is a series of shocked reactions from the interviewees, followed by revelations of the dreams they’ve always harboured but have yet to fulfil. As the film evolves viewers are taken on the journey of Noreen, a woman with the long held dream of becoming an amateur football coach. Under the guidance of Idris and Purdey’s we witness Noreen take the first steps toward fulfilling this lifelong dream.
Adam Wright, Managing Partner, iris, says: “Britvic showed real ambition and an appetite to step away from the standard approach to product launches – and put participation at the heart of the idea. As a result we’ve been able to blend the iconic with the everyday and together create something with scale that will shake up the category.”
The campaign will be supported by an interactive competition across social that will give people an opportunity to win a ‘Thrive On’ grant from Purdey’s, that could help make dreams come true.
Category: Fruit juices , Soft drinks