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Eagle Energy begins Stay Sharp campaign

Vancouver-based Eagle Energy has begun a new online campaign called "Stay Sharp" in support of its caffeinated inhaler product. The campaign, developed by Cossette Vancouver, is intended to distinguish the product from sports energy drinks. It consists of a 60-second online video that depicts a series of images intended to illustrate the benefits of the product, such as 70 paintball guns firing the word "Energy" onto a wall, the words "No Fake Stuff" formed out of sugar and beverage cans, the words "Just Energy" formed from 13,000 matches, the words, "Stay Sharp" created from 2,000 pencils stuck in ceiling tiles, and three exploding piñatas. The video concludes with the tagline, "Unlock Your Mind." The campaign will run in the US, Japan and China.

"Eagle Energy is all about mental energy and we wanted the creative, and creative process, to reflect exactly that," said Michael Milardo, executive creative director at Cossette Vancouver. "So the team put a ton of mental energy into developing these stunts and building them."

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