#COMMUNICATELENS: 31 OCTOBER
From modern murals to fights for sight, here's our pick of the latest in video communications. For more from #CommunicateLens, follow @Communicatemag.
Investment management firm Invesco has launched a new brand campaign in an effort to reposition as a forward-thinking firm. The ‘Times change’ campaign, devised by creative agency Lida, reworks classic artworks from Vermeer, Durer, Van Dyck and others to feature modern technology, as a reflection of Invesco’s progressive approach to investment, the agency said. The campaign was created for print, digital and out-of-home advertising and includes a hand-painted mural of Vermeer’s ‘Girl with a pearl earring’ in London’s Shoreditch.
The mural shows the girl, subject of the original painting, wearing earbuds in place of the pearl earring. It was painted by Global Street Art with a transferring technique called pouncing, which was used by Vermeer himself to transfer his drawings on canvas. Ben Golik, chief creative officer, Lida, said, “What was interesting was the way we made the work become a metaphor for the client’s internal process. A deliberate and diligent way of working, drawing on traditional methods and the latest techniques to achieve the best outcome.” The process of painting the mural was filmed by the agency and the film was released this week. The artwork will remain on display until 11 November.
National Institute for Health Research
The National Institute for Health Research (NIHR) released a video featuring Alison Finch, an assistant chief nurse at the University College London Hospitals (UCLH), to encourage healthcare professionals to get involved in research. The video is part of the NIHR campaign ‘Your path in research’.
Finch is the recipient of the 2019 Health Education England/NIHR Clinical Doctoral Research fellowship. In the video, she talks about how she used the NIHR’s research design service to enable her investigations. The video was released last week.
New Zealand police
The New Zealand police released a new recruitment video ‘The ink beneath the blue’ to share the stories behind the tattoos of seven of its officers. The campaign was designed to target people aged 18–30 and invite them to join, the police force said.
The campaign explores the personal stories and cultural backgrounds of its officers, reflected by their tattoos. Many of the tattoos symbolise strength, memories of family members or life experiences, the New Zealand police added. New Zealand Police DCE media and communications, Jane Archibald, said, "I believe this is one of the most powerful and emotive campaigns we have done. I think our video speaks for itself and I hope that it resonates with our key audience and encourages them to join. This campaign focuses on the importance of bringing your authentic self to policing and shows how someone's own personal experiences can be valuable to their work."
Fight for Sight
UK charity Fight for Sight launched a video campaign to tell the stories of people fighting sight loss. The four films were designed to raise awareness of the impact of sight-related illnesses, highlighting eye research as a way to make a difference, the charity said.
The videos focus on people suffering from different kinds of sight illnesses. In the video below is Jackson, who was diagnosed with Leber genital amaurosis (LCA) at two and a half months old, resulting in the loss of his central vision. The campaign includes three additional clips featuring researchers in the field, working on a cure for a range of illnesses such as keratoconus, choroideremia and more. The campaign was launched this month.