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J2O to prove 'There's joy in the blend' by bringing two disparate art forms together for digital push

Soft drinks manufacturer Britvic has partnered with digital agency TH_NK to further its ‘There’s joy in the blend’ J2O campaign with the Royal Philharmonic Concert Orchestra and spoken word poet James Massiah.

Every working day throughout February Britvic will release a new video with the two disparate art forms blended together, subject matter for the poetry ranges from breaking news to famous figures of the day.

The activity builds on the TV launch from November, Brian Hackett, marketing manager for J2O, commented that it "captures what J2O is about perfectly and juxtaposes the digital ambition of the TV campaign".

Hackett added: "The digital only nature of the campaign allows for greater agility, personalisation and reactivity with the content which aims to bring a little joy to people’s social experiences. There is a high-quality feel to these clips and I think our fans and followers will enjoy the results."

Phil Wilce, creative director at TH_NK, said: “20 original works in 20 days is hugely ambitious. But the creative and collaborative spirit of everyone involved shines through in every film. We're delighted with the results.”

Specialist in music videos and branded content, Zaiba Jabbar, is the director behind the project with Partizan working as production company.

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