ROLLER GURU FRONTS NEW CADBURY BOOST CAMPAIGN VIA THE FURNACE

Roller-dancing champion, Demeryst Upshaw, will front a multimillion-dollar above and below-the-line campaign beginning 4 March for Cadbury Schweppes’ popular Cadbury Boost bar, via The Furnace, Melbourne.
It continues to build on the 70’s American retro vibe that first launched Cadbury Boost in 2005 and features a 30-second TVC, cinema, outdoor, print and POS advertising. The fully integrated campaign will also feature a major public relations and sampling program.
The new TVC for Boost, shot on Venice Beach, California, shows Demeryst roller-dancing along the famous strip. The Venice Beach scene will be recreated as part of a two-week media and sampling roadshow in Australia from March 19th – 28th.
The US champion will appear as part of the sampling campaign at famous Eastern Seaboard landmarks such as Melbourne’s Southbank, Sydney’s Bondi Beach and Brisbane’s Queen Street Mall, giving Australia a taste of roller-dancing and immersing consumers in the advertising creative.
The roadshow and consumer and trade media relations campaign was devised and will be executed by Red Agency, The Furnace’s public relations affiliate who joined the Euro RSCG network in December 2005.

Creative Director: Jessica Harold
Creative Team: Jessica Harold and Royce Akers
Agency Producer: John Lamble
Director: Spencer Susser (Bob Industries)
Production Company: Curious Films
Producer: Peter Grasse

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