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Burn’s brand & product role was to provide the energy for young people, who wanted to express themselves creatively through their actions and who were passionate enough to not get stopped by anything. To make the campaign idea of ‘Never Extinguish’ more tangible, we wanted to show examples of young talents from around world, who never stopped expressing themselves, despite all the adversities they were facing due to the circumstances in life. The creative platform ‘In Search of Fire’ thus became not only a proof point to the overall campaign idea, but also social responsibility activity for burn. Something that was needed to gain credibility in this commercial sector of energy drinks and something that was never done before.
Snowboarding in Lesotho was one of the first in a series of ‘In Search of Fire’ documentaries.