Britvic collaborates with 'funk poet' and Royal Philharmonic Concert Orchestra

Britvic has unveiled a digital campaign featuring spoken word poet James Massiah and the Royal Philharmonic Concert Orchestra as part of its 'There's Joy in the Blend' campaign for J20.

Britvic: fusing 'funk poetry' and classical music in digital campaign
Britvic: fusing 'funk poetry' and classical music in digital campaign

In a "marriage of tradition and modernity" the RPCO plays classical tunes as young poet laureate nominated ‘funk poet’ James Massiah recites poetry.

The YouTube spot is the first of 20 videos to be released throughout February, aimed at celebrating the blending of contrasting elements. 

Subject matter for the poetry will range from breaking news events and current affairs to reflections on modern city living. 

Brian Hackett, marketing manager for J2O, said: "It captures what J2O is about. 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."

Brand: J20

Client: Brian Hackett

Agency: TH_NK

Creative: Phil Wilce

Production Company: Partizan

Producer: Brek Taylor / Ella More O’Ferrall

Director: Zaiba Jabbar