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SUCCESSES
All over the world, communication is evolving and the best creatives are already at work to experiment with new, effective forms of storytelling. Here are some significant success stories, spread virally on social media and picked up by the media:
Too quiet and perfect
Roger Federer, Swiss tennis superstar and new ambassador for Switzerland Tourism, is the fitting protagonist of the video that communicates and promotes the beauty of his alpine country in a fun, engaging, and international way. He does so alongside American cinema legend and Oscar winner Robert De Niro, who declines the invitation to take part in a film about Switzerland because it is too peaceful, relaxing, and perfect a place.
The Italians are coming
Taken from an old commercial for the new FIAT 500L by the American branch of FIAT from 2013, the funny video posted by Luna Rossa Prada Pirelli with the shout "The Italians are coming," is not so much an ironic and refined mockery of the English for the defeats suffered, but rather a message of challenge to the New Zealand holders of the America’s Cup. The result? In just a few hours it had over 100,000 views, was picked up by major news outlets, and reignited support for Luna Rossa.
The gratest gift
Santa Claus, in the time of Covid-19, dealing with the Elves' lockdown. Produced for Xfinity (Comcast's phone and TV provider), this beautiful Christmas story is very topical, intelligent, funny, and full of feeling, without being "sappy." It talks about the services offered by the company in a coherent and light way, never becoming too commercial, balancing innovation and tradition. A true little film, very well shot and crafted, with actor Steve Carell playing the role of "boss" Santa Claus.
Reset Normal
The Covid-19 health emergency is also blocking the possibility of doing sports activities and The North Face has launched this new viral campaign on social media, picked up by mass media, which speaks to a lost community, eager to start again. The disastrous fall from the top of the snowy mountain, the rush to the hospital, and the slow recovery seemed like the worst things that could happen. But today it's different, something even more unpredictable and frightening has happened to everyone, and the story encourages people to reset their lives, because getting back up in the end depends on us.
Roof top tennis match Roger Federer
During the Covid19 lockdown, Carola and Vittoria, two cheerful and enterprising teenagers from Finale Ligure, found a way to play a tennis match anyway, separated by the roofs of their buildings. Roger Federer and Barilla saw their viral video and decided to surprise the two tennis-loving girls at their home in Finale Ligure by unexpectedly introducing them to their idol Roger Federer, to play a match on the same unusual court, but this time together against the great champion.
The last day of work
Based on a true event, the departure of Mercedes' historic leader Dieter Zetsche, the main competitor BMW can take advantage to playfully communicate its innovation while at the same time honoring its rival. The result is an elegantly comparative, memorable, and emotional storytelling, which not by chance has appeared on websites all over the world.
Unity is strength
We all pass through non-places like airports alone, but what if it happened during the Christmas holidays? Only socialization helps you feel at home anywhere, suggests the airline KLM with an ingenious idea. A game theory applied to Christmas lunch, an ambient media resulting from a skillful study of reality, which conveys the values of a brand and much more, managing to directly involve its customers with a rare and effective physical engagement.
A 500 in New York
A "Fantastic" Cinquecento in Manhattan, what is it? A piece of great journalism published in La Repubblica in 2010 that tells the story of the arrival of the new Fiat 500 in the USA and its "discovery" by American culture, highlighting the unique and innovative features of the small car. A story, intelligent, anything but obvious and entertaining, which helps position the 500, giving it that touch of exclusivity and glamour that has marked its great success.
When the outfit makes the athlete
From running, to surfing, to climbing, feeling comfortable is essential, suggests Patagonia with this unusual branded content. Instead of showing new and freshly bought clothes, the idea here is to reveal, with a relaxed pace, the secrets of athletes, who often prefer their favorite clothes. Tried, worn out, taken everywhere with them. Not every brand can boast such attachment and the courage to tell that story.
Mom is always mom
Who are the athletes we see at the Olympics? When did they learn to have courage and tenacity, who taught them? With this successful branded content, Procter & Gamble manages to interpret the values of the Rio 2016 Olympics by telling the origins of a group of athletes. It does so with an emotional storytelling that, on several occasions and in different places, compares the loving mother-child relationship with the adversities of the real world. It is worth highlighting the intelligence of this content which, in a disruptive way, was able to draw attention to a target and a company very far from the Olympic world.
The video that challenges men
A branded content that starts from the current relevance of Me Too and questions the very meaning of Gillette's previous communication. A courageous story that faces reality by talking about men's responsibility in society and appealing to the best part of them. With a fast pace and original graphics to convey positive values, not only of the brand, but also about the personal challenges that help each of us progress.
Truth requires perseverance
A series of 5 branded content pieces from the New York Times highlights the importance of its investigations. Not by chance did they win the Grand Prix at the 2019 Cannes Creativity Festival. Here is one with great impact both in content and form. Its peculiarity is to combine writing, photography, and audio recordings behind a journalistic report to demonstrate the usefulness of a great daily newspaper. As defined by the president of the award jury, Margaret Johnson: "A great idea that combines with brilliant execution and demonstrates credibility, authenticity, and intensity."
Knowledge makes us better
During the 2019 Super Bowl, when the most beautiful commercials are presented, the Washington Post sends a universal message about the importance of journalism, regardless of the medium or publication, as a tool of knowledge and therefore of freedom for all citizens. It is an exceptional branded content piece for its synthesis and soft power, with high symbolic value for how it portrays information as a fundamental part of a nation, and of great interest considering that it is the first next-generation communication from an old media outlet purchased by Amazon founder Jeff Bezos.
The Paris museum that nobody knows
The Centre Pompidou, also known as Beaubourg, is located in the heart of Paris, but not in the hearts of tourists who often prefer other cultural destinations. A self-ironic branded content tries to change their course. But it's not just jokes, youthful language, and contemporary music here: what stands out is the use of staff trained for the initiative, classic souvenirs equipped with QR codes to find the museum, and free shuttles to accompany tourists.
Women's team play
They take the field for a nation that doesn't even know their names, yet they put their heart into it. Commerzbank's branded content for the 2019 Women's World Cup shines a spotlight on German female football players with irony, nonconformity, special effects, pounding music, and archival footage. The fast-paced video also shows the reactions of potential spectators, thus increasing the sense of reality and engagement with the message.
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