Celsius & Shaun White: A Symphony on Snow

Challenge

Celsius, a leader in functional energy drinks, sought to create an electrifying advertisement that would not only showcase the legendary snowboarding skills of Shaun White but also resonate with the energetic lifestyle of their audience. The mission was clear: to blend the thrill of extreme sports with the essence of Celsius, creating a fast-paced auditory experience that would captivate and energise viewers.

Our Approach

To achieve this, we decided to take a unique auditory route—a nostalgic hip-hop flair infused with modern energy. Recognising the deep-rooted connection between the snowboarding and skateboarding cultures and hip-hop music, we aimed to create a soundscape that resonated with this synergy. Our sound design was built around rich percussion and dynamic vocal samples, offering a sense of familiarity and authenticity. This choice was not just about creating a backdrop for the action; it was about tapping into the cultural heritage that Shaun White embodies and that our target audience reveres.

Outcome

The final advertisement was a resounding success, resonating deeply with viewers around the globe. The hip-hop-infused soundtrack not only highlighted Shaun White's snowboarding artistry but also perfectly encapsulated the Celsius brand ethos—bold, innovative, and full of life. The campaign struck the perfect chord, marrying the brand's message with the cultural significance of hip-hop and action sports, thereby reaching a wide audience of enthusiasts and newcomers alike.