CREATIVE

CONCEPT

What Tornado really needs

is to make more noise than the other 127
energy drinks launching every year

Our Outlaw Tribesman is constantly on

the hunt for the next big crazy thing.
Theyre not stupid. They are realists.
And they know they need to balance life
with fantasy.
So much so theyre risk-takers extreme.

And therefore they are constantly

experimenting. On each other and with
brands.
So energy drinks are no exception.

Its what they do.

Its like water to them.
A constant buzz that helps them
compete within their tribesmen.

Tornado can be the natural fuel to fire

up their engines.
So they can keep going.
Keep daring.
And keep doing some damage with
each other.

Therefore, everything we say and do

must be as balls-to-the-wall as them

Key Visual: Our visual is right in line with our brand logo showing that the line of
Tornado energy drinks will do damage and be as aggressive as our target. As we
parody liquid gold as our descriptor copy to create awareness in a relevant voice.

So to launch Tornado, we will show

that everything we do will do damage
(just like our target loves doing so)

Storm Chaser: On the hunt for the next Tornado event fully functional
with a cooler lined flatbed stocked with the liquid gold.
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The Do-Damage Mobile: An attention getting mix between a zombie

apocalypse unit and a tornado chaser.
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The Carnageival Event: A twisted carnival full of games that are right out
of a video game part visceral part virtual all damaging.
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The Break Room: Built for mass destruction, allows our Outlaw to control a
Wrecking Ball, dropping it anywhere he pleases to maximize destruction.
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PR Stunt Loot a Store: Inside coolers are filled with Tornado and our
B.A.B.A.s encourage Outlaws to Do Damage by smashing the glass
and grabbing free product.

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Sweepstakes Overlay Do Damage Camp: A once in a lifetime chance to

train with ex-military personnel and learn how to Breach and Cover, and
properly throw real Flash Bags who doesnt want to blow up a car!

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Partnership Activation Game Launch Surprise: Prior to the release of top

game titles, distribute plenty of Tornado and surprise those that preordered with a free copy of the game so they have the tools needed to
game all night!

Wild Postings: Our Tornado Crew is touching down in unsuspecting towns

and taking over street signs, bringing out the Do Damage message to the
people.

Social Damage: Already finding ways to screw with your friends? Is April
Fools Day your favorite holiday? Share your Damaging Videos via
#DoDamage join the conversations, get featured, and have a shot to win
our sweeps and swag.

Keychain giveaway

3x6 banner
Floor Signage

Do Damage Bike

10x10 Tent

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Do Damage Sampling Kit: To communicate Do Damage and encourage

trial, engagement teams will hit lifestyle intercept locations to deliver
samples.

Flag banner

Retail Activation: Sampling team dressed in combat Do Damage gear.

Even our sampling station has been through it and is damaged.
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POSM will also show how we

can do some real damage at the
point-of-purchase

Cooler Door Decal: Shattered glass and crashing bottle cap.

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Cooler Door Channel Strip: A ripped channel strip and retailer-friendly

price spot.
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Exterior Window Sign: This Tornado has already done damage to the
store.
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Register Mat: Three-framed lenticular mat animates bottle opening/

splashing/crashing.
26

Bottle Dump Bin: To capture impulse purchases near-register, a typical

dump bin is transformed into a huge bottle with a vacform top/opening.
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Ceiling Crasher: Destructive, 3-dimensions, and doing damage three

bottles crashing into the store, along with 3D bottle caps stuck into the
ceiling/piece.

CREATIVE
CONCEPT

What E-ON really needs

is a story to tell

Our Urban Achiever is ever-evolving

They are an accumulation of experiences,
absorbing each one as they go
So much so theyve adopted nicknames
like slashies

And because they are multi-taskers,

mega-stressed, and work-life mixers
energy drinks are a necessary evil

But their consciousness has also

evolved
And it has created a new energy drink
need-state

Enter E-ON
The energy drink created to mirror the
Urban Achievers evolution

Therefore, everything we say and do

must be as evolved as they are

Key Visual: Clean white Apple-esque background plays off can design with
incorporating subtle flavor color glows while Energy Evolved communicates the
specific reason for E-ONs existence, for the ever-evolving Urban Achievers.
Flavors that drive you on fuse together our flavor offering and the constant drive.

So, how can we evolve the brand

from here?
By evolving every single touch point in
our activations

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Not just sampling its powered by you: Kinetic pads surround our electric
vehicle full of chilled E-ON. As consumers step up to get samples, the
pads charge up the cooler with power. Includes fingerprint lock-boxes for
secure charging of personal mobile devices.

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Not just music an interactive music station: Our evolved high-visibility

vehicle is electric and it streams electric dance music from its built-in DJ
booth. Whether stopping at high-traffic locations or existing events, the
energy is constantly driving on.

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Not just a lounge a rejuvenation station:Our evolved activation recharges Urban

Achievers with a DJ station streaming Twitter requests and booths that charge
humans with E-ON, oxygen, and copper. Plus they have the opportunity to tell us
the best E-ON flavor, provide ideas for the next one, or a new product innovation.

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Not just a DJ a consumer-generated interactive DJ:Participants use an E-ON canshaped device to operate the turntables, changing sounds, beats, volume, mixes.
By moving the remote, they virtually DJ, increasing and lowering the volume,
increasing/decreasing the beats, etc. Their creation is instantly shareable.

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Not just an activity a virtual collaborative painting:Consumers utilize a replica of

the E-ON can to throw virtual paint on to screens to reveal brand messaging,
prizes, or can color in their collage of interests

Not just a collage a consumer-generated work of art:Consumers can

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create their own life-collage with their own visuals or choose from our image list.
Their creations are saved to tablets and projected on large screens for instant social
media sharing and is printed on t-shirts for instant customized giveaways.

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Not just a fridge an interactive sampling stunt: Strategically place

oversized refrigerators in targeted locations that only open if you Tweet a
request. Once the fridge opens, grab yourself and a friend some evolved
energy.

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Not just a sweepstakes a once-in-a-lifetime experience: E-ON is buying

into the biggest collection of successful slashies and entrepreneurs on the
planet at the Branson Boondoggle on his Necker Island (worth $10,000
just to step foot on the island).

Not just help a funding partnership: Strategically align with KickStarter

to fish where the creative-minded are throwing out their hooks. We will be
the energy, the juice, the elixir to help those smaarties keep moving.

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Not just branding evolved partners:Uber Tesla Taxis, GrubHub bagdrops, Citi Bikes, electric car charging stations, shared office space fridgedrops all revolutions in their respective fields.

Drink Vespa

10x10 Sampling
Station

Sampling Cooler
with speakers

BA Uniforms

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3.5 oz. Sampling Cup

Supporting Activation Elements: Tool kit of branded elements to

accompany our engagements. Easy to setup, ready to be displayed at any
venue or retail environment at any time.

Not just a sampling station a retailtaining engagement: This is not your

average sampling station in the off-premise.
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POSM will also evolve its messaging

in every touch point of the
decision corridor

Cooler Door Stickers: Tie-breaking message thats no bull.

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Channel Strip: Flavor education at point-of-decision.

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Sticker for outside store: Mock hours-of-operation sign always OPEN to

OPEN.
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Vinyl Banner: Messages to the consciousness with naturally better

flavors.
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Ice Barrels: Shaped like an E-ON can, 3-sided to promote all flavors,
clever impulse-purchase headline.
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Table Tent: Base communication on front clever Flavor call-out on back.

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