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| Author | Zoe Aresti |
As part of the Inspired by Film programme, D&AD asked members of the Branded Film Content & Entertainment and Film Advertising juries, to pick out the most inspirational films from the past 12 months that left them thinking, I wish I’d done that. Here’s what they came up with.
The LEGO® Movie - Official Main Trailer
Mike Wiese, Head of Original and Branded Entertainment at JWT New York
When I see something like “The Lego Movie” – which was an awesome film, and grossed over 500 million, and maybe the greatest content marketing ever – I can’t help but wish I’d done that. Warner Bros. won’t be entering D&AD, but the competition would be great for the Branded Film & Entertainment category. I’d love to see content creators of all levels vying for Yellow Pencils.
Always #LikeAGirl
Tor Myhren, President & Chief Creative Officer at Grey New York
Always “Throw Like a Girl”. This is not perfectly shot, it’s not perfectly edited, in fact it’s not perfect in any way when it comes to craft. But it’s a perfect idea, and a perfect insight. It makes you think about gender and how we negatively influence girls when they are too young to know any better. And it’s done for a big, real brand at P&G. To overcome the extreme level of difficulty and pull off a piece of advertising like this, at that scale, for a brand of that size, is remarkable.
Sony - Script to Screen
Freddie Powell, Creative Director at Wieden + Kennedy
Sony ‘Script to Screen’ was a gorgeous bit of film-making. I’ve got a huge soft spot for a properly well-executed, good old-fashioned TV ad. ‘Other Side of Honda’ was a stunning interactive/film piece. A simple idea executed with the utmost care and attention.
Honda 'The Other Side' - Trailer
Justin Drape, Co-Founder and Chief Creative Officer at The Monkeys
I enjoyed The Other Side interactive film for Honda. The parallel story and R key device is an engaging way to get viewers involved, and the narrative lets Honda show off the Type R in ball-tearing race mode. It also allows Dads to believe that while they may have to pick up the kids from school every now and then, if they really wanted to, they could also perform in an undercover heist. Very clever. Nothing appeals to the mainstream more than the idea of appearing outside of it.
Guy Cotten - Sortie en mer - teaser
Rogier Schalken, Head of MediaMonks Films
Sortier en Mer (A Trip Out to Sea) was really well done; simplicity at it’s best. It was last year’s FWA Site of the Year and a perfect example of how an interactive film can let you experience something you do not have. I would have loved to work on this project because it shows how much value you can add to an idea in its execution.
This article first appeared on www.dandad.org.
DCM at Advertising Week Europe
The LEGO Movie deservedly won a BAFTA this year, the ultimate validation of a feature-length branded content film. Branded content has come of age, and this year D&AD is launching a new Branded Film Content & Entertainment category at its prestigious awards to be announced in May. As part of their #InspiredbyFilm programme, DCM and D&AD will explore the inspiration behind the greatest work, the best platforms to showcase branded content and how the relationship between brands, entertainment and film will evolve.
Find out more here.