#COMMUNICATELENS: 4 MARCH
This week's pick in video communications covers annual reporting, dairy products and 5G network. For more from #CommunicateLens, follow @Communicatemag on Twitter.
Strategic communications agency, Emperor, helps clients to connect and engage with stakeholders and audiences. Its most recent video campaign looks at the company’s first annual report and the brand journey after 25 years.
Through the lens of ‘Two men and a Mac’ the video slides to the left, mirroring a timeline and highlighting key milestones before showing the annual report on a digital device. The video calls for viewers to read the report, which is striking and visual with lots of images. The report is framed as a story and encourages viewers to read about the Emperor journey both historically and in the past year.
Using only the Emperor brand colours, black, yellow and white, the video is clearly identifiable. The longer two-minute video included on the report launch page includes a ‘creative showreel’ of the agency’s work across print and digital platforms, across different sectors. The videos have a modern and creative identity with upbeat music and a focus on digital devices and technology.
The report aims to improve corporate and financial transparency after becoming an employee-owned business at the beginning of 2020. The video signposts towards the report, which is accessible online in an interactive form, but also in a more detailed PDF.
Müller released its ‘Peel Back & Play’ campaign encouraging customers to play with their food and live a happier healthier life. Created by international integrated communications agency VCCP, the video features brand ambassador and world champion sprinter, Dina Asher-Smith.
The focus is on the sensory experience as Müller positions itself not only as an advocate for physical wellbeing as a dairy producer, but as an advocate for mental wellbeing. Müller is an official supporter of the British Athletics and Athletics Ireland, so the partnership with Asher-Smith further strengthens these corporate values of as a supporter of physical and mental health.
Asher-Smith playfully dances with giant replicas of the Müller corner ingredients. It highlights the products unique elements as a more physical and sensory experience than other competitors as consumers must pour the corner ingredients into the yogurt. This campaign is first of three television advertisements featuring Asher-Smith to launch this year, with each one featuring a different Müller product.
Group creative director at VCCP, Tony Hector says, “We created a fun and playful campaign that highlighted the experience of eating a Müller Corner. The TVC was shot handheld, which made it playful as well as more engaging.”
The campaign was directed by Nadia Marquard Otzen and will stream across television and digital platforms.
The short video narrated by Alison Rose, chief executive officer at NatWest, looks back on the success of NatWest’s purpose-led strategy. The reflective video looks at the ways NatWest helped to support customers, colleagues and communities since the strategy was announced in February 2020.
The video uses zoom-style recorded content from Rose, as she sets out the three main areas of focus. It uses the recognisable purple branding to frame short clips showing customers including individuals, families and small businesses. The video clearly sets out learning, enterprise and climate as the three areas of focus for the corporate strategy.
It uses emotive clips alongside the narrative, for example children at school as Rose describes the company’s efforts to improve financial education and learning, and clips of melting icecaps when discussing ambitions to tackle climate change.
There is a relevant nod to Covid-19 and the navigation towards recovery and the rebuilding of finances. Launched in the week following government plans for post Covid-19 economy, this well-timed and impactful video makes a statement as a corporation working towards the future.
Orange X Apple
Publicis Conseil created this campaign for Orange following the launch of its 5G network last autumn. Orange is teaming up with Apple and its new iPhone 12, to demonstrate the full potential of the new 5G network.
Titled ‘First Steps’ the film begins as a father records his son’s first steps on his iPhone. The boy then walks through the city past several busy scenes and shocked faces in the street. The humorous scenes are ambiguous, until the boy eventually stumbles across his grandmother, who is actually seeing his first steps through the screen of her iPhone 12. The imaginative video appeals to a wide audience through its use of humour and emotive storytelling.
Through the lens of one family, the campaign highlights the value of good connection and positions both Orange and Apple as multigenerational organisations relevent to all the family. The partnership showcases the iPhone 12’s HDR video technology and the power of Orange’s 5G network. It also uses a fun and upbeat soundtrack to support the identity as fresh and exciting partners of innovation.
Rudy Rosenberg directed the video campaign and it will be shown on screens and in print this year.