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Celebrate success in splendour: Kameleons in Paris

Delectable Mr Continental:  The lure of Paris

Carte Noire coffee has a series of videos to seduce female coffee lovers, using male models to woo them with their mouth-watering words.  In this video, Mr Continental (who’s French, obvs) offers to go and change all the light bulbs in the house, while the viewer sips the perfect cup of coffee…  Bonjour!

Gastronomy and Automobiles:  Everyone deserves a treat

Renault has this week unveiled a new car at the Paris Motor Show.  This new Renault Clio is made by famous pastry chef, Pierre Herme; the car is made from chocolate.  Parallels can be drawn between the new vehicle and the chocolate sculpture:  the designs are both unique and technically accurate.  This film conveys the thought, time and skill that go into carving out this perfect, delectable and distinctive vehicle.

Dressing for dinner

Louis Vuitton briefed filmmakers to answer set questions around encounters in a personal video.  Travel is at the heart of Louis Vuitton’s brand, and this set of films, produced for the Journeys Awards, conveys that message.  With a high production value and artistic vision, the films were shown in Louis Vuitton’s in-store cinema.

Success and Glamour:  Raising a glass

How can we go to Paris without mentioning what we plan to drink for breakfast, lunch and dinner?  Moet & Chandon used this content to prove the sparkle of their champagne alludes to success and glamour, celebration and grandeur.  The content dazzles the viewer with a history of the brand, narrated by an aspirational figure, Scarlett Johansson.

Guetta’s Got Twizy: After dark dancing

Famous, French record producer and DJ, David Guetta and his wife have designed the new Renault Twizy.  Inspired by the world of clubbing, this car is brightly coloured, has flashing lights and a racing car-themed interior.  The content shows off the vehicle to David Guetta’s soundtrack: ‘The Alphabet’ track is used to raise momentum and maintain interest from the younger generation and fans of clubbing who this car would be attractive to.

A rendezvous

Chic, suave and sexy, Jude Law personifies the Dior Homme scent in this Guy Ritchie-directed film.  The male scent from Christian Dior is seemingly utterly distinguishable, even amongst the sleek backdrop of romantic Paris.  Let’s hope that we bump into Jude ..

Feeling good:  The journey home

Directed to families with young children, The Family Wellbeing Index from Actimel attempts to engage customers with their new platform.  Families are encouraged to answer simple questions to determine their family type and in return, Actimel offers actionable, personalised solutions including food, play, learn and exercise tips to promote family wellbeing.

Power, Precision and Control

Danny MacAskill vs San Francisco

Danny MacAskill is an internationally-acclaimed street trials rider who asserts in this Remington film that life as a rider ‘takes power, precision and control.’ We watch beautiful and dangerous shots of him riding through the city of San Francisco. Only the final credits link him to the brand itself, Remington’s Touch Control Male Grooming range. The film was released as part of a series to promote the range, with other films starring F1 drivers and parkour stars.

 

Topshop Goes Interactive

Topshop have successfully commercialised their Facebook audience – turning ‘likes’ into sales.  While the catwalk show of new season’s trends was being streamed live over Facebook, fans had the opportunity to share photos of the key looks, buy clothes and accessories for delivery within six to eight weeks as well as browse colour options and order makeup for delivery within 48 hours – much sooner than the arrival of garments into stores.

In an interview with Reuters, Justin Cooke, the Topshop chief marketing officer, said, “People have been trying to figure out for some time, how do you make these ‘likes’ into something relevant, how does the social aspect mix with your brand, and I think we are going to be the first brand to unlock that, we’re going to be the case study …(to) commercialise that social audience.”

 

Non semper erit aestas

Sadly, it will not always be summer, as epitomised by not only the weather in London this week, but also the stunning A/W William Tempest for River Island collection which entered selected stores on Monday.  The second biannual FASH/ON Film Festival premiered Ryan Hope’s 11 minute film, which displays the 13-piece capsule collection at a fantastical party in a secluded mansion.  The purpose of the film is to stimulate and promote the growth of the brand, whilst forging relationships between fashion designers and an emerging film-maker.  Moreover, the film highlights London as integral to the digital revolution.

 

Channel surfing is not a sport

Puma’s Live Life, Don’t Watch It film is an effective campaign.  It urges people to be sociable, slyly warning of the contentment many people have of choosing an easy entertainment choice – TV.  This film celebrates those who create their own stories with their friends and teammates.   The tone of the film allows for time to think about how you live your own life, and proves that fun is attainable.

 

Fresh Step

Humorous branded content from Fresh Step has racked up nearly half a million views on YouTube in just ten days. And it’s about cat litter. Clearly with a great idea, even the most ostensibly mundane product can be transformed into an engaging, entertaining branded video.

 

An awesome party

MTV Mobile Europe has launched ‘GIF ME MORE PARTY’ a new integrated campaign showing the features and functions of MTV Mobile through interactive content in partnership with Buzzman Paris.

Experience an ‘awesome’ party (probably spelled parDy) from 50 different perspectives. It’s very MTV. And it’s very engaging.

 

 

Branded Content gets Physical

 

Physical meets Digital: Burberry World Live

Branded content meets real-life shopping experience in Burberry’s landmark London store launched this week. Burberry garments are equipped with RFID microchips hidden within, so that when a customer approaches a mirror wearing the item, the mirror transforms into a screen playing videos of the garment on the catwalk and how the item was made.  This is a pioneering way to bring content into the physical world.

 

There’s No Place like Home

This London Fashion Week has been bursting with digital content but this piece, starring the designer Dominic Wilcox, showcases a unique and innovative idea with appeal beyond the front rows. Marking the launch of Global Footprint’s ‘Guide Me Home’ shoes, Wilcox explains the history and concept behind his invention: GPS navigation shoes with LED lights that direct the wearer to their required destination anywhere in the world.

No Place Like Home from Dominic Wilcox on Vimeo.

 

New MTV Platform reveals Potential of Content Wealth

MTV is mobilising its content wealth to attract brand partnerships. A new international, multiplatform, fashion and style destination www.districtmtv.com will launch in the UK, Italy, France, Germany and Spain. This platform will aim at targeting style-savvy 18-to-34-year-olds. Offering access to vast entertainment archives and exclusive content in music, fashion and pop culture, MTV is creating a unique proposition for brands looking to connect with this key demographic.

 

Skittles: Interactive Theatre

A brand known for their off-the-wall online content, Skittles have released a new faux interactive piece that is attracting attention. In Skittles: Interactive Theatre the audience can direct their own story – as long as your name is Bernice…  Rather than distributing the video through their popular, official Youtube channels, Skittles have targeted potential fans through comedic video website Funny or Die.

 

Nike’s Snowboarding Project

Nike has forged the way in beautiful content creation in the sport arena. This snowboarding project once again sees them openly collaborate with filmmakers to focus on an area of branded content largely dominated by the likes of Red Bull, GoPro and Relentless. Beautifully shot with the brand taking a low profile in favour of viewer entertainment.

Branded content in demand

Champagne content for the holiday season

In the run-up to Christmas, drinks giant Pernod Ricard has turned to branded content to raise the profile of G.H.Mumm Champagne.  The ‘So Champagne’ initiative aims to ‘educate gentleman’ in the art of drinking champers through an online hub, giving the uninitiated lessons in top tipple etiquette. The content series will accompany PR’s ‘Champagne Protocol’ app released earlier this year.
Diversified digital content campaigns look set to top many brands’ holiday wishlist in 2012…

A new Sony make.believe story

What happens when you combine music and gaming? Beck’s latest album has been brought to life in a new game: ‘Sound Shapes’ by PlayStation. Gamers play levels composed around song structures and original artwork, with the lyrics appearing within the built environment.

Mitsubishi Unpretentious

Social media showboating is becoming more and more common – but Mitsubishi has had enough! With its latest campaign Mitsubishi has produced a statement app, ‘Mitsubishi Unpretentious’, which analyses your Facebook friends, drumming up a list of the most pretentious. We don’t want to spoil the ending, but check out the video to see what the new Mitsubishi Outlander does to your pompous friends and their Facebook content.

Skip Ad or Skip Behaviour

Is it possible to convince viewers to ignore the YouTube ‘Skip ad’ button by integrating it into an advert ? This  video for a Chilean environmental care agency does just that. The viewer is confronted with the following options: ‘Skip behaviour’ or ‘Skip ad’, prompting them to question their unecological actions rather than click away. It’s worked on 80,000 people in one week – will it work on you?

Viral video stock exchange

Think you’re pretty good at recognising which YouTube videos will become a viral success and which will peter out? Put your skills to the test with this interactive trading game in whuch users invest in and trade on the viral potential of videos. Be the first to discover a viral video and ride out its success. Give it a go!