J2O blends disparate art forms in 20 day digital-only push

Britvic-owned J2O furthers its ‘There’s joy in the blend’ campaign by mashing together the sweet warbling tones of the Royal Philharmonic Concert Orchestra and spoken word poet James Massiah.

Throughout the working week Britvic will release a new video with the two beautifully contrasting styles used to reflect everything from current affairs to famous figures.

The campaign “captures what J2O is about perfectly and juxtaposes the digital ambition of the TV campaign”, said Brian Hackett, marketing manager for J2O.

Hackett added: “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. There is a high-quality feel to these clips and I think our fans and followers will enjoy the results.”

Created in partnership with TH_NK, the ad is an ambitious digital experiment.

Phil Wilce, creative director at TH_NK, said: “20 original works in 20 days is hugely ambitious. But the creative and collaborative spirit of everyone involved shines through in every film. We’re delighted with the results.”