Burn

So Bad, It Worked

To launch Burn’s new formula, we leaned into what most brands fear: being awkward, offbeat, and painfully uncool. The insight? People love to hate things that are so bad, they’re unforgettable. So instead of trying to look polished or aspirational, we made a video designed to feel like a disaster.

Shot like a strange music clip, the film combined outdated PowerPoint transitions, anonymous characters, nonsensical aesthetics, and a hilariously bad soundtrack — all presented with deadpan confidence. Every second was engineered to make people uncomfortable, curious, or both. And it worked.

The campaign went viral for all the wrong reasons — exactly as planned. It sparked conversation, parodies, and organic sharing across social platforms. In under two weeks, the video hit 2.8 million views. Burn’s brand notoriety increased by 59%, and sales exceeded expectations by 70%. Most importantly, we created a new visual and tonal language — one that competitors tried to mimic, but couldn’t fake.

This wasn’t a mistake. It was strategy, disguised as cringe.

Integreted Campaign

Burn Energy Drink

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