THURSDAY 18 FEB 2021 12:16 PM

#COMMUNICATELENS: 18 FEBRUARY

This week's selections in video communications explore chocolate and crisps, anti-discrimination and internet updates. For more from #CommunicateLens, follow @Communicatemag on Twitter.

Green & Black’s

Chocolate bar Green & Black’s launches ‘Wildly. Delicious. Organic,’ a one-minute video produced by VCCP which aims at raising awareness about the company’s policy of sourcing only organic ingredients to make its chocolate bars. Offering viewers the real deal of the rugged, raw, visceral, untamed nature in all its glory, from foggy amazonian forests to waterfalls to volcanic explosions.

The company was founded with the mission to deliver organic products to the mainstream market. But, with new organic and fairtrade competitors arising, this campaign is putting that organic positioning squarely at the heart of the chocolate brand. It also helps communicate that the true taste of nature is wildly organic, which further emphasises the mission in their name, with ‘Green’ symbolising their commitment to ethically sourced cocoa and ‘Black’ standing for the high quality taste of their chocolates. “We wanted to create a campaign that completely immersed you in the flavours of nature. Not the serene nature that we’re used to associating with organic food, but the wild, brutal, visceral, unadulterated nature where the best organic flavours are enjoyed,” adds Caroline Rawlings, creative director at VCCP.

Lay’s

Snack brand Lays, known mostly for its crisp range, has premiered a new global campaign centred on its partnership with Uefa. The 2021 campaign, in support of the brand’s largest global platform, Men’s Uefa Champions League and Uefa Women’s football, leads with players, sport and snacks. With this season’s fans viewing matches in living rooms and not stadiums, Lay’s is bringing match-day excitement home with a  creative campaign featuring prominent football players like Lionel Messi and Lieke Martens.

The heart of the campaign, the 30-second video ‘Apartment Arena,’ features the two football players creating an energetic stadium atmosphere as they unite an in an apartment building and watch the game together, but apart, from their balconies. The campaign further consolidates the partnership between Lay’s and football, with the snack brand aiming to make the connections fans have been missing with an interactive campaign that includes a first of its kind, Messi messages. Lay’s and Messi have partnered to facilitate game day viewing by giving fans the chance to send personalised videos from Messi himself, in 10 different languages, to invite friends to watch the game. “Even in the toughest of times, joy is all around us – we just need to be open to spotting and sparking it. Lay’s is an every-fan brand that can relate, and we know there is no greater joy than shared football fandom,” says Sebnem Erim, vice president of marketing at global foods, PepsiCo.

The International League Against Racism and Anti-Semitism

The International League Against Racism and Anti-Semitism (Licra), worked with Publics Conseil to create a campaign reaffirming the commitment and purpose of the association in the fight against all types of racism. It asserts the ‘R’ of International league Against Racism and Anti-Semitism. The one-minute, black and white video, ‘Faces of fear,’ illustrates how racism has evolved and has taken, throughout the years, different faces, from current affairs to debates or theories, all of which interfere with people’s subconscious and exacerbated acts of racism. By giving a voice and personifying the ‘face of fear,’ the video seeks to show the extent of its power. Starting from individual prejudices, it tends to show how these fears manipulate people’s daily behaviour. “They decide upon my appearance and then put me in your head. And yet, I’m not real. So, now. You know who I am. I am fear,” says the narrator.

The film was created using deepfake and morphing technology, allowing for the the faces to follow one another and thus illustrate the discourse around the fears conveyed. By materialising this fear, which trivialises racism, the Licra hopes to spread a message: our enemy is fear, not the difference between people.

 

Orange

French telecommunications company Orange has launched a new communication campaign focused on uses made possible the new 5G network. Working with Publicis Conseil, the campaign will raise the general public awareness of the breadth of the network use cases and areas of application. The video shows how 5G can be used in education, with the network enabling pupils to visit a museum and interact with the most iconic works on display like never before. The video shows the audience that the user experience guaranteed by the quality of Orange’s 5G network represents a turning point in virtual reality and augmented reality thanks to greater interactivity, benefitting education, culture, and healthcare among others. “Since its launch, most of the focus has been on its technical and functional aspects. We wanted to go beyond this dimension to raise the general public’s awareness about the countless uses made possible by this next-generation network. The most innovative thing about 5G is what Orange and its customers will do with it,” says Beatrice Mandine, executive director of communications, brand and engagement at Orange.

Marco Venturelli, the president overseeing creativity at Publicis Conseil, adds, “We wanted to be as accurate as possible in this new film, which combines energy and foreshadows a positive future, something we all really need at the moment. A film that makes you feel good.” The campaign will be deployed in the press and on social media with content revealing the infinite number of uses made possible by 5G.

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