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Shot like a strange music clip, the film combined outdated PowerPoint transitions, anonymous characters, nonsensical aesthetics, and a hilariously bad soundtrack — all presented with deadpan confidence.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.

Integrated campaign (film, print, social, and activation)

Burn Energy Drink

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