#COMMUNICATELENS: 15 NOVEMBER
From lines of inclusion to banks for transfusions, here is our pick of the latest in video communications. For more from #CommunicateLens, follow @Communicatemag.
Adidas and Foot Locker
At a time of changes to inclusiveness across the world, Foot Locker and Adidas take action to promote cultural diversity as part of their commitment to social responsibility. The two footwear companies have worked with Amsterdam creative studio Brand Articulations and Studio Lore to launch the Unheard project, a series of videos giving voice to five hip-hop artists. Each artist comes from a different European country, including the UK, Netherlands, Germany, France and Italy.
The films are available on YouTube and promote cultural inclusiveness through music. Each one shows an artist reinterpreting another’s original track into his or her own language and style. Lore’s creative director, James Yeats Smith, said, “At a time when Europe is fraying at the edges, it’s more important than ever to seek out new ways to understand and relate to one another. Unheard is a platform with the power to do that.”
German mobility services provider Daimler Mobility operates all over the world. Part of its purpose is to improve car sharing and eco-friendly transport options. The business is committed to leaving a positive impact on its communities, and it has released a corporate video to communicate its efforts.
The video explores Daimler’s impact on people and its commitment to sustainable innovation. It promotes the company’s achievements as well as its future goals, supported by the strapline ‘We move you’ to demonstrate the empathy at the core of the business.
House builder Redrow Homes is committed to the wellbeing of the communities in which it operates. The company has partnered with integrated agency DRPG to launch a series of films that highlight the principles at the heart of its business. Through narrative short moments and vignettes, the campaign showcases the company’s facilities, communities, culture and nature.
One of these short films, Streets of Life, highlights the lives around the streets that make up Redrow Homes’ communities. The video focuses on people and characters to show the nature of these neighbourhoods, and to demonstrate Redrow Homes’ commitment to their safety and welfare. Through empathy and storytelling, the company employs a confident tone of voice to appear approachable to its audiences, opening up to the people it holds dear.
In the UK, it is illegal for gay and bisexual men to donate blood unless willing to abstain from sex for three months. In a secret London location, Unilad and the Ladbible group will open the ‘Illegal blood bank’ on 23 November to highlight the UK law and enable all gay and bisexual men to give their blood, which will then be donated to benefit the entire UK population. The initiative was announced today with a bespoke video, employing typography and animations to talk about the push.
The film is narrated by rugby player and activist Keegan Hirst reading text on screen. It exemplifies Unilad’s commitment to diversity and to making an impact on youth audiences globally, by tackling the issues faced by current generations. Ladbible has developed the initiative in partnership with creative agency Elvis and pressure group FreedomToDonate, which is seeking to make blood donation more inclusive across the country. The initiative includes a supporting website and the hashtag #BloodWithoutBias to be shared across social media.