#COMMUNICATELENS: 5 DECEMBER
Here’s our pick of the latest in video communications, from diversity and inclusion to Christmas and festive spirit. For more from #CommunicateLens, follow @Communicatemag
In association with ad agency Leagas Delaney, whisky brand Ballantine’s released a film exploring its new ‘Artist Edition’ series. The Pernod Ricard-owned brand will release packaging designed by Brooklyn-based artist Scott Albrecht on 1 January 2020. The film focuses on Albrecht’s relationship with the city that inspires his work and how he brings his visual observations into his art.
The result is a gritty film that highlights the colourful, abstract work Albrecht has produced for Ballantine’s. The campaign is targeted at the South Korean market, particularly its cohort of younger whisky consumers, signalling a shift in strategy toward the younger Asian market on the part of Ballantine’s. Marie Constanty, senior brand manager for Ballantine’s says, “Talent and craft of the kind Scott Albrecht delivers takes time, and so do our whiskies. It’s a beautiful tribute to the creative spirit, and we’re confident that it’ll resonate with existing and new whisky drinkers, who crave something special. From the design of the bottle to the taste of what’s inside, we’re thrilled to be bringing this to market.”
Ahead of the Tokyo 2020 Olympics, British sporting associations have been amping up their communications. British Cycling released a heartwarming Christmas film featuring BMX athlete Kye Whyte. The film discusses the affect receiving his first bicycle as a Christmas gift had on Whyte. The cycling governing body says the film is intended to communicate the potential of a bike to take people places, literally and figuratively. The film was produced in-house.
British Cycling’s head of marketing Laura Thomas says, “Thousands of kids across Britain will be unwrapping a new – or new to them – bike this Christmas, offering them a sense of freedom, independence and joy that cannot be matched by any other gift in the world. While Kye’s first bike has taken him to the very top of our sport, we want this video to showcase how bikes can enrich the lives of all of us – whether we’re competing for medals, exploring with friends or just trying to stay in shape after an indulgent festive break.”
In an emotive approach to Christmas, Carrefour celebrates not just this year’s Christmas season, but the role it has played in the lives of French people over the past 60 years. The 90-second film showcases a Christmas Eve dinner throughout the decades by following a single family through the years, with a gut-punch of a final scene.
Carrefour worked with Publicis France on the film. It focuses on the trust built between the brand and its customers over the years and says it has used the film as an opportunity to thank customers for the 60 Christmases they have spent with the brand. The film is part of Carrefour’s #60ChristmasesAlready campaign.
In its ongoing drive to promote its renewable energy options and positioning on renewables more broadly, energy provider E.ON has unveiled the latest episode in its ‘Let’s clear the air’ campaign. Previous films have focused on different aspects of renewable energy like smart meters, electric vehicle charging and renewable sources of energy. This film, positioned for an external audience, is a broader stroke emotional appeal. However, it pinpoints the many ways in which E.ON is tackling the air pollution crisis in the UK.
E.ON has worked with Engine on the series, which will continue over the coming months to further communicate the impact of air pollution and the ways in which E.ON’s technologies are helping to tackle the challenge.
HSBC Global Asset Management
HSBC has a longstanding commitment to diversity and inclusion across its operations around the world. Recently, HSBC Global Asset Management released a film exploring the diversity of its UK workforce. The film focuses on a selection of employees, from British Indians to those with disabilities to those in the LGBT+ community to French-Moroccan Israelis. Each individual deploys the repetitive trope, “I am not who you think I am. I am more than just one thing.”
The result is a portrait of the bank and its employees, exploring their lives outside of HSBC as a means of communicating the benefits a diverse workforce can bring into a business. Andy Clark, CEO of HSBC Global Asset Management UK, says, “There is little doubt that the financial industry is under the spotlight in terms of diversity. I believe we have a meaningful role to play to move forward and progress. Our active collaboration on various diversity and inclusion initiatives demonstrates our commitment to support and contribute towards a better, more diverse industry.” The video was filmed by Incisive Media.
As one of many companies working more actively on behalf of people with hidden disabilities, Tesco has released a film launching its newest initiative. Implementing sunflower-themed lanyards for shoppers who require assistance in store – much like TfL’s ‘Please offer me a seat’ badges – it is also training all its employees in working with hidden disabilities. Tesco has ascribed to the Valuable 500, a group of companies that put disability inclusiveness on their business agendas.
Alessandra Bellini, Tesco’s chief customer officer says, “We work hard to ensure that everyone feels welcome at Tesco and want our stores to be as accessible as possible.” The film itself interviews Tesco’s own employees with hidden disabilities about the challenges they might face in the supermarket environment. Their status as employees is revealed at the end of the video, driving home the message that one in six people in the UK has a hidden disability.