VIMTO First Regional Beverage to use Pioneering Camera Technology in Latest Ramadan Commercials

Jul 11, 2013, 03:00 ET from VIMTO

DAMMAM, Saudi Arabia, July 11, 2013 /PRNewswire/ --

VIMTO today unveiled its new Ramadan television commercials, which make use of groundbreaking high-speed camera motion control technology. The commercials, "Beginnings" and "Late Nights," have been developed by advertising agency RASAS and use the new SPIKE high-speed camera to capture the graceful movement of VIMTO being poured.

Invented by German production house The Marmalade Creative Effects, SPIKE uses a robotic arm to bring the creative freedom of a moving camera to the world of high-speed filming, creating shots that would be impossible to achieve otherwise. The VIMTO commercials, which were filmed in Hamburg, Germany, are the first time that an Arabian beverage brand has made use of the SPIKE camera.

Meshal Alkadeeb, VP Strategy and Business Development, Aujan Coca-Cola Beverages Company, said: "VIMTO is one of the most visible consumer brands during the holy month of Ramadan, and we take enormous pride in the artwork and creative behind our advertising campaigns. This year we have again sought to push creative boundaries, with SPIKE's inventive camera system allowing us to realistically capture the colour and movement of a glass of VIMTO being poured, and mirror visually the soothing way that the drink quenches Ramadan thirsts."

Rani El Khatib, RASAS Managing Director as well as the campaign's creator, added: "The 'Beginnings' and 'Late Nights' commercials were developed to bring to life the texture, taste and aroma of VIMTO. The VIMTO experience was made possible by the flexibility and precision of the SPIKE system, which was used for the first time to film an Arabian beverage brand, once again demonstrating the innovative spirit of VIMTO."

Niels Thomsen, Marmalade producer, said: "It was a fantastic project and we really appreciate working with RASAS and VIMTO. We are looking forward to work on many other projects in the near future."

About Aujan Coca-Cola Beverages Company:

The Aujan Coca-Cola Beverages Company (ACCBC) is the authorised manufacturer of brands including Rani and Barbican, and is also the licensed manufacturer in the Middle East of VIMTO. It was established following a US$ 1 Billion joint venture between The Coca-Cola Company and Aujan Industries, which also led to the creation of Rani Refreshments, the global rights holder to brands such as Rani and Barbican. ACCBC currently operates from two manufacturing facilities in the Middle East, located in Dammam, Saudi Arabia, and Dubai, UAE.