Viral Now: Robinsons squashes Gravity

By Satrajit Sen , afaqs!, New Delhi | In Digital | April 02, 2014
Britvic-owned fruit squash brand Robinsons challenged Oscar-winning VFX shop Framestore to make a diluted drink at zero gravity.

It is amazing how recognition can attract varied challenges and projects for a company. Just after winning an Academy Award for Gravity, British VFX shop Framestore is now in demand from advertisers for space-related content.

#GetSquashed campaign video

Britvic-owned fruit squash brand Robinsons challenged Framestore to make a diluted drink at zero gravity using its new pocket-sized capsule of highly concentrated drink, Squash'd.

Framestore accepted the challenge. It sent a crew of eight up into the atmosphere on a jet to experience zero gravity as the plane plummeted from 35,000 feet to 24,000 feet. They had just 15 seconds of weightlessness to film a water balloon being burst with a pin and the Robinsons Squash'd liquid being mixed with the floating water droplets.

The specially modified plane known as 'Vomit Comet' gives its passengers 15 seconds of weightlessness, and was chosen to be the playground for the campaign. Vomit Comet is a reduced gravity aircraft that provides brief near-weightless environments to train astronauts, and is operated by the NASA Reduced Gravity Research Program.

The activity was shot and released as an ad on March 28, and has already generated more than 12,000 views. The video is a part of a bigger campaign to encourage people to drink Robinsons squash drinks outside home. The agency behind the campaign is Iris Worldwide.

(Viral Now is a section about videos that are catching people's fancy on social media).

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