Grey London Shakes Things Up for Orangina

By Erik Oster 

Grey London launched a new spot for Orangina, celebrating the brand’s French origins with the 60-second “C’est Shook.”

The spot is Grey’s first work for the brand since winning creative duties last October. It opens on a French beach resort as a pair of old men and a young boy wait for the elevator. When the doors finally open they are met by a young woman playing a record and hula hooping while shaking up her Orangina and the boy is instantly smitten. The spot is notable for its distinct visual identity, courtesy of the stylized direction of American director Autumn de Wilde, probably best known as a photographer who shot album covers for the likes of Beck, Built to Spill and Elliot Smith. Her whimsical approach fits the brand well, as does the “Life is flat, unless you shake it” preceding the new “C’est Shook” tagline. The spot is supported by a series of OOH executions including lines like “Your nose tells you it tastes sparkly.”

“With our new campaign we want to reach ‘Open Socials’ – 22 to 30 year olds who are willing to pay for quality and who are looking for new experiences,” Jamie Nascimento, marketing manager, brand integration at parent company Lucozade Ribena Suntory told Campaign. “‘Life is flat unless you shake it’ will take the shake ritual from a physical action to more emotional territory.”