Juice Drink Brand Teams With Spoken Word Poet & Orchestra For Delicious Mashup

Britvic, maker of the popular UK soft drink J2O, teamed with digital agency TH_NK to launch a month-long partnership with spoken word poet James Massiah and the Royal Philharmonic Concert Orchestra.

The campaign, There’s Joy in the Blend, is comprised of 20 videos which will be released each business day during the month of February. The videos will feature Massiah doing his spoken word poetry thing accompanied by the Philharmonic Orchestra.

Here’s the first one:

Future video content will range from breaking news to famous figures to reflections on modern city living. Massiah, who has been nominated for Young Poet Laureate and performed at Camp Bestivale, Tate Modern and House of Parliament, will perform limericks, haikus, sonnets and raps for the videos.

The campaign’s aim is to associate the blending of contrasting elements much in the same way J2O approaches the mixing together of seemingly unlikely ingredients to produce its drinks.

Of the campaign’s approach, J2O Marketing Manager Brian Hackett said:[blockquote]“When we were pitched the idea by TH_NK we loved it. It captures what J2O is about perfectly and juxtaposes the digital ambition of the TV campaign. The digital only nature of the campaign allows for greater agility, personalization 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.”[/blockquote]

The month-long campaign is being touted on the brand’s Twitter page:

Introducing another blend from J2O: James' spoken word 2 Orchestral music. 20 unique films in 20 days #J2Oblends pic.twitter.com/q9dHyK4WIw

— J2O (@J2O) February 2, 2015

Don't miss us blend Spoken Word with Orchestral Music – an incredible new series of #J2Oblends #SpokenWordhttps://t.co/wnsfodERYQ

— J2O (@J2O) February 2, 2015

On Vine (very strangely):

And on Facebook:

Each of the 20 films was directed by Zaiba Jabber and produced by Partizan.