Brand experience creative treatments are becoming the focus for above the line campaigns...

Wednesday, 10 August 2011

Sometimes for a brand to show people how cool their product is, they need to really show them. They need to do something that's never been done before, preferably using their product, but at the very least creating PR worthy, viral content that can form the basis of a wider campaign.

The activity is the focus, and by creating something live but also innovative they are showing not only the product in its best light, but also the brand itself - as an innovator and a culturally relevant entity in its own right.

Youtube is full of clips uploaded by brands showing a piece of live production translated to film with a strong story attached to it - the making of the film, the ground breaking technology used, or the fact that it took place on the streets and interacted directly with consumers.

The latest of these to come our way is the newest offering from Sumo Science (a creative and directorial duo from Ardman 'Wallace and Gromit' Studio's) on behalf of the Nokia N8.

After producing the world's smallest stop motion animation using the N8 camera, they've now set their sights on producing the largest. Created on a beach in Wales it's a charming piece of film, which looks incredible. The best thing about it though, (we think), is the 'making of' section. This is what gives it its experiential edge. They have created some magic and not only shown the consumer how they did it but involved them directly as teams of volunteers that were used to help make the advert.

A fantastic piece of Brand Experience activity filtering through to the ATL campaign… Check it out!

PS. are those the largest and funkiest FB and Twitter icons you have ever seen...?