Happy New Year to you all!
Sure, most of you are still on holidays. It is a new year, though, and I wanted to try and inspire you to kick off 2018 using your most creative foot. To do that, I’ve collated some of my favourite video campaigns of 2017 to share with you. I have tried to choose a variety spanning different budget brackets as well as different styles and goals.
As you watch the videos I want you to realise that you and your company could achieve any of these results. Certainly the first video does have an A-lister as the star, but all of the videos share one thing in common: they tell a story. Each video sets out to engage with the viewer, and this is something that we can all do. The aim of each one is to drive engagement and motivate the viewer to share, to ‘like’ or to comment. They aim to start a conversation, and that is how you will get your message out to the world.
First up is the first of two mentions of Hewlett Packard — HP — the global info tech giant. This one, a video called ‘The Wolf’, is the longest video in this list, but it is certainly worth the watch. I won’t tell you what it’s about, you’ll have to watch and find out. This was the first time HP had embarked on a web series for the company and certainly wasn’t the last (see ‘The Fixer’). It’s worth noting, in passing, that HP spends 73% of its marketing budget in the digital space. This video was directed for HP Inc by US cinematographer Lance Acord and stars Christian Slater.
The next HP video, directed by Sara Dunlop, is called ‘Reinvent Giving’. This was one of two films released before Christmas 2017 and was made by the worldwide advertising agency network BBDO. This is a real feelgood film, made just in time for the emotional holidays, where giving and caring for others should be at the forefront of our minds.
Heineken is next up in my look back at 2017. There were two notable drink-related sponsored video stories this year, one from Pepsi (that definitely isn’t worth a mention on this list) and the following video. It was part of Heineken’s #openyourworld campaign and it’s called ‘Worlds Apart’. Basically it’s an experiment in putting people together who wouldn’t normally have a chat over a beer. It’s just over four minutes long and is definitely worth a watch. In a world that is becoming increasingly divided, it told an important story.
The next film is the story of one of the oldest chair and table makers in Switzerland and it uses no dialogue to show how they make a chair, from raw wood to its final destination. It is beautifully shot and won a Gold Award at the 2017 Cannes Corporate Media and TV Awards.
The next video is actually from the end of 2016 but I’ve included it because it’s a really good example of thought-track-based storytelling: without any voiceover at all, it just uses the participants’ words to tell the story. This video, made for another another Swiss company — this time the Swiss Life Group — looks at three of the ways they give back to the community.
The last on my list is from a company that spends a lot of time working on its message. This is Dove, the beauty products company, and they continually raise the bar when it comes to storytelling. As you watch this, I want you to think about the fact that they don’t mention Dove once, other than on the closing screen. As with many of the videos on this list, the video is about what they stand for and their outlook on the world rather than a straight-up sell of their products. Putting together a film like this will grow engagement faster than a straight-up ad and that is what you should be trying to achieve. This film is from their Real Beauty Productions series.
Remember what I said at the top of this blog. Any of you can achieve the results in these videos. All of you have stories to tell, it is just finding the right way to tell them.
If you want to have a chat with me about how we could tell your story then get in touch at 0467 092 907 or email me at firstname.lastname@example.org
What were your favourite videos of 2017? Comment below.