For the last month and a half, along with my daily workload, I had been producing a bunch of stuff for last week’s InfoComm 17 which all but consumed my waking hours. Now that the show has past, and looks like it will be a huge success for my company, I decided to take some time this Monday morning and do some research and get some inspiration. The video below from BRIKK is a three and a half minute animation that is beautifully executed and provides you with some food for thought on this Monday morning. Follow along as BRIKK explores the major milestones that have shaped the world as Earth moves farther into the Anthropocene – the latest geologic epoch named for humanity’s influence on the globe. Get lost in the lush textures, rich color pallet, and illustrative storytelling. Then ask yourself, “Is there intelligent life on planet earth?”
I really like this video telling the story of how Deep Purple came to write their epic hit “Smoke on the Water”. Maybe it’s because it is one of the first songs I learned to play on the guitar. The video has a great look to it and the story is compelling enough to draw you in and keep you engaged until the end. What I don’t get is why the marketing team for Genesis cars thought this would be solid advertising for them. There is no connection between the band, the song, the story or the car. There isn’t even a car in the story, so who thought this was a good way to sell cars? At the end of the video there is the tag line “Inspired by Genesis”. Are they trying to say our cars are so great they are like a casino burning to the ground at the end of a Frank Zappa concert? It just seems like it is the wrong message. This kind of reminds me of Disney using Iggy Pop’s “Lust For Life” to advertise family cruises, or Lee Jeans using Creedence Clearwater Revival’s “Senator’s Son” to sell jeans without actually listening to the lyrics in the songs.
Perhaps the marketing department was looking for a long shot and thought if enough people talk about the fact that this makes no sense we will actually move some automobiles. Maybe someone at Genesis is a huge Deep Purple fan. Great video though. Solid story, great animation, nice look from rom Great Big Story.
Every year British department store chain John Lewis goes all in on their holiday marketing campaign, and this year is no exception. From the TV commercial, “Buster’s Garden” to the extended length YouTube spot, the VR 360 companion video and the website, plus social media (they have a dedicated Snapchat filter you can get) they have pulled out all the stops. The video is a really nice blend of CG and live action with a story that ties it all together. The concept is built around the story of a little girl called Bridget who loves to bounce. When her mom and dad buy her a trampoline for Christmas, they soon discover that she isn’t the only one with a passion for jumping.
If you click through to YouTube and select the more information section you will see where John Lewis has partnered with the Wildlife Trusts to help protect and restore our nation’s wildlife and natural habitat for our children today and in the future. I addition there are options to sign up for additional videos that will be posting this holiday season and the usual hooks to social media as well. The microsite does a really solid job of integrating the extended content and encouraging visitors to do more than just shop. While shopping is encouraged and there are really strong ties to product related specifically to the advertising, there are additional calls to action with Bring Skills to Life which ties the campaign to real world activities children can engage with at home.
One of the things that I think is really interesting, and I wish I were going to the UK to see it in person, is the fact that John Lewis has created Buster’s Garden at a number of their stores allowing you to explore the space using Oculus Rift technology. Like the rest of the campaign, its a nice blend of technology and the physical store environments.
Last night while suffering from a bout of insomnia I was watching TV trying to will myself to get sleepy so I could just go to bed and dream the night away. It wasn’t working and I’m glad it I stayed up. The fact that I was watching late night TV allowed me to see a commercial for Paper and Packaging that originally dropped back in April, which led me to the online campaign that it is tied to as well. And this got me to thinking about how really nice this campaign is.
In a day and age where no one really writes physical letters anymore, how does a company communicate the use of paper, of how personal handwritten communication is, and how touching a physical letter can be instead of an email or text? They do it through compelling storytelling. When I first saw the commercial below, the sound was off on my TV. I was actually working on my iPad and happened to look up and see it. I didn’t turn the sound on, instead I watched the entire spot in silence and was still drawn in by a storyline that simply works. The visuals are as equally compelling as the voice over. After watching the spot I backed up, turned on the sound and watched again, this time listening to the message, and thinking about how this spot hits a home run.
The commercial is relevant because it does a number of things. It unites multiple generations with the experience of writing an actual letter. It ties three generations together, one that grew up in a time where email and texts didn’t exist, one where these technologies emerged, and one where the primary form of communication is digital. In doing so, it humanizes what could be a forgettable experience, (a text, or an email) and replaces it with something that we all know is memorable, a hand written letter. Everyone everywhere knows the power of a correspondence written by hand. A letter takes time, require focus, and tends to feel more genuine. It isn’t something that is typed out on a phone, reduced to 140 characters, or lost in a digital inbox or folder that exists on the cloud out of sight out of mind. The commercial also shows the products in use. Not just the piece of paper, remember this is for “Paper and Packaging”, a company that also produces cardboard boxes. The commercial shows the letters, written on paper, shipped in a box, and returned the same way, all while telling a great story about how the product is used as a form of communication and delivery.
After watching the spot a couple of more times, I no longer cared about willing myself to sleep. I was curious about the rest of the campaign, so I did a quick Google search and found that Paper and packaging had recently created a new series of YouTube videos entitled “Letters for Peace” on their channel “How Life Unfolds”, great tagline by the way. I have one of the 3-minute videos below, but I highly recommend clicking through and watching the remaining six. Every one of them is done at the same high level of production and tells a wonderful story all coming back to the same basic component of the commercial “Letters to Dad” that I happened to look up and catch last night.
All of this is tied together through digital media of course. Let’s face it, they might be a paper company, but even they know you can’t escape from the digital realm, especially when it comes to advertising and marketing your products. There is an Instagram account that has a little over 400 posts and a few thousand followers. Followers are encouraged to celebrate how paper and packaging helps them accomplish their goals at home, at school, and in the workplace by posting images using the hashtag #howlifeunfolds. The website is an online archive of the letters of peace, and a place where comments are fed to the site and people are encouraged to like and share. In addition the site offers additional insight into the authors, invites people to submit their own letters, promotes the product line, and has feature articles on why you should write things by hand.
Great stuff from Cramer-Krasselt, Paper and Packaging’s agency of record.
Shige San is one of the truest examples of a public servant and personal savior. The video below tell the story of a retired police detective that now dedicates his life to preventing deaths at Japan’s suicide cliffs, providing emergency assistance and counseling even as tourists flock to the site, attracted by its notoriety as a popular suicide destination. This is a wonderful short film, that tells an extraordinary story and worth taking 40 minutes to watch it.
I suggest if you have an AppleTV or a smart TV with Vimeo available you watch it on the big screen. The experience is so much better than on your computer monitor or tablet.
A couple weeks back a video dropped on Vimeo celebrating the 100th anniversary of Einsteins Theory of Relativity by Eoin Duffy. Which got me to thinking about an animated short he put out about a year ago. Yes if you had any doubts that Santa is real, or where your presents from Santa might come from, this short video puts those questions to rest. If you want to see the amazing little Einstein film, click the link above.
Having just returned from a four day business trip, and listened to tons of people bitch about first world problems that are really pretty damn meaningless, I was so inspired by the video below. The story is so compelling, proving that if there is a will, there is a way. This is the story of Mahabir Pun and how he brought wireless internet connectivity to his village in Nepal, after six years of hiking once a month for 2 days just to check his emails.
The short film is by Clemens Purner. It is filled with amazing scenery, great cinematography, and such a great story. This was so inspiring after my two hour shuttle ride from Fort Wayne to Indy where the driver expounded the hollow racist virtues of Donald Trump. After sitting in the lounge at my hotel last night listen to people gripe that the free meal they got from the conference they attended wasn’t good enough. After hearing all the dumb ass complaints at the airport this morning.