MUNICH — 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?
A quirky campaign for energy drink Maximal G claims to have found the answer to this question, with a mockumentary featuring a cyclist who shows her creative yet obscure way of reaching her maximum energy level: a never-seen-before way to get the energy you need. And all this with just the help of a bit of quantum physics and a bike. Now that everyone knows just how easy it is, you can earn your extra dose of energy too. But of course, you could also just drink a can of “Maximal G”.
Serviceplan Campaign came up with the inaugural advert for the MAXIMAL G brand: ‘Be Maximal’ is an unconventional campaign targeting Millenials with its quirky depiction of a cyclist wearing pro-cycling gear and racing backwards down a country lane.
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.”
He continued: “In close collaboration with our colleagues from Neverest, E+P films and director, Matthias Thönnissen, 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.”
CREDITS
Client: PENNY-Markt GmbH / Maximal G
Title: Back to the Energy
Agency: Mediaplus Media 1, Neverest GmbH
Film Production Company: e+p films GmbH
Recording Studio: m-sound studios GmbH
Post-Production: KAEPTN Postproduktion GmbH
SERVICEPLAN
Global Chief Creative Officer: Alexander Schill
Executive Creative Director: Christoph Everke
Executive Creative Director: Alexander Nagel
Creative Director: Marko Savic
Creative Director: 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
Neverest GmbH
Executive Producer: Aisha Blackwell
Director: Matthias Thönnissen, Instand Records
e+p films GmbH
Managing Partner: Ulrich Reuter
Producer: Viviane Völker
DoP: Kaspar Kaven
Producer Assistant: Andreas Heidenreich
Music Composer: Marcel Neumann, Pascal Lonsdorfer, MOKOH Music GmbH
Executive Music Producer: Stephan Moritz, MOKOH Music GmbH
Sound Designer: Robert Miller, m-sound studios GmbH
