As we roll up to Labor day, people are getting ready for that last summer vacation, taking advantage of the long weekend. I’ve burned all my vacation days for the year so I’ll just be taking one extra day off. That doesn’t mean you can’t take a week or two and go somewhere fun though. And to help find all the cool stuff you’ll want to see and do in the exotic destination of your choice Gestalten has released a whole series of guide books from Monocle.
That isn’t what this is about though. This post is about the way Gestalten has truly learned to use video on the internet to promote its product line. If you pop over to their Vimeo page, there are at least seven videos like the one below. They have them cross posted via their social media channels and if you receive the Gestalten newsletter via email, you would have probably seen links pointing back to all of these which, point back to the Gestalten online store where you can buy the product.
The videos are always well crafted, with a high-quality production value, and because they live on the internet, the media buy is cheap and the reach is far.
Now I have to figure out how to get more vacation time because I want to go to Stockholm.
A year ago Johnnie Walker Blue released an online short film titled Gentleman’s Wager. The film featured Jude Law and Giancarlo Giannini, a big budget and some serious production value. Like other big brands Johnnie Walker’s foray into the long format online commercial was a winner. To follow it up they have released the second short film, and like last year where the bet was for Giannini’s rare yacht, this year it is for a rare Italian sports car.
The new 11-minute film, is another wager, this time starting at Giannini’s beautiful Italian palazzo, and a road race from just south of Rome to Monaco.
Along the way Law meets a beautiful woman, played by Chinese actress Zhao Wei and helps her fix her car. He breaks down on several occasions, and arrives in Monaco with moments to spare. In addition to Zhoa, there are cameos by Formula 1 heroes Mika Häkkinen and Jenson Buttonas well.
Like the first film, this one was once again directed by Jake Scott through RSA. The film is gorgeously shot in the world of the uber rich, and the production value is just as good as the first. Once again we have a big budget production exclusively for the internet, and while some might say this is a huge risk, I think this kind of storytelling to extend the brand is going to pay off.
With the Kansas City Royals about to clinch their first division title in 30 years my head has been a little baseball focused these days. This afternoon I came across a new interactive ad from Gatorade designed to work in Chrome, or the latest mobile app version of YouTube. Yes unfortunately for some, you have to check this out in Chrome.
What we have is a 360 degree virtual reality baseball experience that puts you the viewer in Bryce Harpers Point of View (I wish it was a Royals player though). When you load the video you can pan around the stadium from the on deck circle while waiting to get up to bat in the bottom of the 9th. Then you get to go toe to toe with a Major League pitcher and see if you can smack a fastball out of the park.
It’s a great use of technology with little product placement or marketing going on. It is however memorable and there is a tiny little Gatorade logo in the bottom right corner of the video reminding you who brought you this experience.
To introduce the new Honda CRV director Chris Palmer and Glassworks Creative Director Jordi Bares worked to create the first endless commercial playing off of an optical illusion called the “Droste Effect” which creates an endless visual loop. Taking more than 126 previs attempts using 3D modeling, Glassworks opted to build an actual set and shoot the spot live, blending the final results with CGI components. In addition to the TV spot, there is a YouTube channel that locates your position on the planet and serves up a rendering of the commercial that mirrors the time of day, weather conditions, and knows your location. In addition, you can navigate to other cities around the world to see what the conditions are like there. This is really, really nice work tying together digital and broadcast components into a hypnotic and engaging promotion. Both the making of, and the finished video are below.