#COMMUNICATELENS: 25 FEBRUARY
From ethical food consumption to parenting and cyber security, here is the latest in video communications. For more from #CommunicateLens, follow @Communicatemag on Twitter.
Persil and Sky Nature
Sky Nature partnered with Persil to launch the ‘Changemakers’ series, working to inspire young people to take action on social and environmental issues.
The campaign launched this week as part of the Persil ‘Dirt Is Good’ project. The short film created by Sky Media Creative and produced by Recipe, is the first of three 30-second videos to be hosted by Sky Nature. It will also be shared across Sky Media social media, video on demand and television channels until the end of August.
The series was inspired by recent research that found that the reason young people aren’t fighting for causes they believe in, is not because they don’t care but because they think no one else does. Narrated by Ashley Banjo, the video follows 13-year-old Will, as he takes action to help conserve wildlife and natural spaces. Each short film is told from the perspective of a young person showcasing the different ways we can make a change.
The campaign uses AdSmart by Sky audience data to target the film to reach households who show eco-friendly behaviours, such as an interest in recycling.
Sarah Jones, director of planning at Sky Media says, “Persil is a strong advocate for sustainability and that aligns perfectly with Sky’s wider commitment to a better future, so we're delighted to pair them up with Sky Nature for its first licensing agreement. Our platforms and capabilities will ensure Persil’s message reaches the right households to drive real behavioural change and increase resonance with their core audience.”
Bird & Bird
International law firm Bird & Bird has released a series of short videos as part of its #LondonNewNormal series, highlighting the ways business will change in the wake of the Covid-19 pandemic. Each video in the series focuses on a different aspect of London business, starting with London and the startup. The videos use percentage survey findings to give quick-fire information to viewers.
The most viewed video, titled London and the hacker, focuses on the prevalence of hackers targeting London businesses following the national move to remote working. The short video gives industry data about the increased threat of cyber security since the pandemic. Further to the popular animated video, Bird & Bird released a longer, three-minute interview style video where two senior associates give expert insight and advice for businesses to protect against hackers.
The most recent video focuses on the UK government announcement that remote working will continue until 21 June. The video draws viewers in with popular topic news and refocuses it around the #LondonNewNormal series, by discussing London and the employer. A new video in the series is signposted at the end of each video, with the next being London and Brexit.
A new upbeat video by Unilever features multigenerational ‘Eativists,’ on a mission to make things better for their bodies. Launching to coincide with Knorr’s World Eat for Good Day on 19 February, the video encourages people to use simple natural ingredients to increase nutritional value and reduce environmental impact.
With a focus on cooking and eating as a social event within our homes, Unilever draws on the idea of community, which is especially powerful in light of the pandemic. The video supports Unilever’s ambition to get food that is good for people and the planet onto 7bn plates by 2025. Key to this campaign is the ease of cooking from simple sustainable ingredients, calling people to unleash their inner ‘Eativist.’
Further to the video campaign, Knorr released a list of 50 sustainable plant based ingredients in partnership with WWF. Dorothy Shaver, global marketing sustainability lead for Knorr, says, “We can eat our way to a better food future. On World Eat for Good Day we want to show people how, by inspiring them to swap their traditional ingredients for Knorr and WWF’s Future 50 Foods.”
Knorr products are featured as ingredients at the end of the video with the hashtag #EatForGood and signposting to the website for more information. The video was shared across Unilever’s social channels.
Nestlé commissioned the ‘Parenting Index’ to benchmark the experiences of parents across the world in a survey of 8,000 parents in 16 countries. The short video showcases the survey findings using a mix of emoji animation and video-call screen recordings.
The video campaign was commissioned by Nestlé as part of its on-going commitment to support families in the first 100 days of life. As a company with an extensive range of family based products, including baby formula and foods, the Nestlé ‘Parenting Initiative’ works to celebrate parenthood and support consumers and employees.
Nestlé will be commissioning the ‘Parenting Index’ every two to three years in order monitor the changing landscape of the parenting experience. It also plans to collaborate with like-minded partners to host discussions and establish actionable plans for change in response to the survey findings.
By turning the survey into sharable corporate content, Nestlé strengthened the brand reputation as a company that listens to its consumers, namely parents. While the full-length video below was shared on the Nestlé YouTube channel, a condensed 30-clip with key findings was posted across all other social media channels.