Youtube

Rain or Shine Googles Latest 360º Immersive Spotlight Story

About a year ago Google launched a new line of video shorts for YouTube called Google Spotlight Stories, a specific immersive video platform with mobile users in mind. The video below can be panned through as the action takes place, but where this really shines is when you watch the video on an Android or iOS device in the native YouTube app.

Rain or Shine directed by Felix Massie is the latest in the series of shorts and is really quite impressive beyond the technology. The story and character development are superb drawing the viewer in and engaging with them as the explore the environment as the story plays out. The story is simple yet clever. The main character, Ella puts on a pair of magical sunglasses and travels through her London neighborhood creating chaos before learning how to use the glasses for good.

This really is a better experience on your phone, so if you have a chance watch it and the other Google Spotlight Stories there.

 

To view the show in full interactive 360, use the YouTube App on a compatible Android device (https://goo.gl/7BYwRJ). For iOS, download the Google Spotlight Stories app now (https://goo.gl/eadPnO).

Subscribe to our channel here: https://youtube.com/gss

Learn more here: https://www.google.com/atap/spotlight…

Follow us on Twitter: https://twitter.com/GoogleATAP

These interactive stories are optimized for a fast connection (WiFi or LTE) and a supported Android device. Also, please update your YouTube app for the best experience.

For more information on supported devices and known issues, please visit our FAQ page: https://goo.gl/7BYwRJ

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“How Life Unfolds” Paper and Packaging Leverages The Power of Storytelling.

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.

This Viral Video Experiment was HUUUUUUUGE!

Just because you saw it on the internet, and it looks real doesn’t mean that it is. However, if you put the right kind of fake content together though, you end up with a recipe for a successful viral video, and that is just exactly what Melbourne-based The Woolshed and Company did. With over 205 million views, I say Woolshed has found what works.

From shark attacks to lightning strikes, bears chasing snowboarders, to drones falling into Burning Man – the world watched, they shared and then they argued like hell over their authenticity.  And it was this debate over authenticity that propelled each videos’ viral success.

The content series was envisioned as a social experiment to explore the creation and distribution of ‘new media’, with the process involving The Woolshed Co. strategizing, creating, releasing and then integrating the learnings into the next piece.  We set out to better understand exactly how to create short-form, highly shareable, ‘snackable’ content, that is capable of reaching worldwide mass audiences without the luxury of pricey media buys, ad campaigns, publicity strategies or distribution deals.

Series Directed By:  Richard Hughes & Caspar Mazzotti

Samsung Unpacks 36 Million Viral Views on YouTube.

The power of viral. The video below dropped less than a week ago on YouTube and it already has more than 36 million views. No it doesn’t use some magic formula, and no it wasn’t lucky. It went viral because it plays off of the genre of “unboxing” videos that are all over the internet, and because the production value of the video is rock solid. When combined with the Samsung brand, the nostalgia that surrounds some vintage tech, and the possibility that you might see some piece of unreleased gear, things get a bit nutty.

“From the release of the SH-100 mobile phone in 1988 to the first wristwatch phone. The World’s smallest TV phone to our first MP3 phone. We introduced the S Pen with the Galaxy Note series and paved the way for Phablets. We’ve even climbed mountains to make the first 3G call from Everest. Gone underwater to test the ability of the Galaxy S5 and curved glass to create the first dual edge screen smartphone.

Wherever there’s a barrier, we see it as an invitation to go further, together.

Who knows where progress will take us.”

4 Year Old Sophie Drives the Volvo. (professional driver, closed course… Not)

Volvo trucks are back with a new round of YouTube based advertising. This time they have given up celebrity for a 4 year old girl driving a giant dump truck with a remote control. What’s the purpose of an ad? Be memorable in terms of both product and brand, sell the attributes of said product. What does this ad do? Nails it. This is one of the funnest YouTube commercials I have seen in a while. The kid is priceless, as well as some of the adults behind her. I would love to see a making of video on this. I’d love to know how many takes, and whether or not they went through multiple trucks to get this made. Great fun from Volvo. Judging by the almost 400,000 views since it dropped, I’d say this ad is a success.

Gatorade’s 360 Degree Immersive Baseball Experience is Pretty Damn Cool.

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.

The Droste Effect – Honda CRV

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.