Cannes Contenders: Branded Content
Nate Woodhead, MD Europe and Creative Partner at Virtue, highlights some of this year's best branded content work, which includes heartbreak, nostalgia and possibly "the most impactful piece of branded content ever".
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Alzheimer’s Research UK Change the Ending
This powerful storytelling for Alzheimers puts a twist on a classic fairytale in a bid to find a cure for dementia. A super-emotive, unexpected and beautiful narrative (told with conviction by using Olivia Coleman and her strong, elegant voice) that flips the 'happily ever after' in an impossibly heartbreaking spin. It’ll shake you to the core even if you haven’t got any personal experience with the disease.
Credits
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- Agency Above+Beyond/London
- Production Company Passion Animation Studios
- Director againstallodds
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Credits
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- Agency Above+Beyond/London
- Production Company Passion Animation Studios
- Director againstallodds
- Production Co: Live Action Tubby Brother
- Sound Design Sam Robson
- Music Wake The Town
- Music Supervisor Dominic Bastyra
- Chief Creative Officer Dominic Goldman
- Creative Artem Bjork
- Creative Ash Prentice
- Creative Tim Van Der Mee
- Chief Production Officer (HP) Laura Graham
- Producer Annabel Jewers
- Producer Charlotte Jude
- Executive Producer Elin Tiberg
- Animation Director againstallodds
- Animation Producer Matt Saxton
- Animation Executive Producer Belle Palmer
- Producer Live Action Rosie Litterick
- Director Live Action Dan Tubby
- Director Live Action Ben Tubby
- Post Production Producer Ellie Thwaites
- Post Production Producer Karen Noden
- Music: Composer Tom Player
Credits
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- Agency Above+Beyond/London
- Production Company Passion Animation Studios
- Director againstallodds
- Production Co: Live Action Tubby Brother
- Sound Design Sam Robson
- Music Wake The Town
- Music Supervisor Dominic Bastyra
- Chief Creative Officer Dominic Goldman
- Creative Artem Bjork
- Creative Ash Prentice
- Creative Tim Van Der Mee
- Chief Production Officer (HP) Laura Graham
- Producer Annabel Jewers
- Producer Charlotte Jude
- Executive Producer Elin Tiberg
- Animation Director againstallodds
- Animation Producer Matt Saxton
- Animation Executive Producer Belle Palmer
- Producer Live Action Rosie Litterick
- Director Live Action Dan Tubby
- Director Live Action Ben Tubby
- Post Production Producer Ellie Thwaites
- Post Production Producer Karen Noden
- Music: Composer Tom Player
adidas Originals Gazelle
adidas Originals’ trio of short films reintroducing three of their classics – Samba, Superstar and Gazelle – to a new generation of fans is the right way to breathe new life into silhouettes with such storied histories. Educational, without being boring. Beautifully art directed, without being pretentious. Nostalgic, without forgetting to look toward the future. And a selection of banging soundtracks to match. Each film is something you’d want to watch again and again.
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Credits
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- Production Company Love Song
- Director Will Dohrn
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Credits
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- Production Company Love Song
- Director Will Dohrn
Credits
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- Production Company Love Song
- Director Will Dohrn
Sydney Opera House Play It Safe
Clever concept, powerful execution and cultural significance. The song, Play It Safe, ironically champions conformity and caution, only to reveal its true message of creative bravery and defiance - highlighting the boldness and innovation that Sydney Opera House’s legacy champions. Tim Minchin, known for his own unconventional career, brings authenticity and relatability to the campaign. His involvement ensures the message resonates, as he embodies the very spirit of non-conformity that the Sydney Opera House celebrates.
Credits
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- Agency The Monkeys/Sydney
- Production Company Revolver
- Director Kim Gehrig
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Credits
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- Agency The Monkeys/Sydney
- Production Company Revolver
- Director Kim Gehrig
- Production Company Somesuch
- Producer/Executive Producer Pip Smart
- Managing Director/Co-Owner Michael Ritchie
- Editing Trim
- Editor Tom Lindsay
- Editing ARC EDIT
- Executive Post Producer Daniel Alexander Fry
- Editor Elise Butt
- Post Producer Tatyana Alexandra
- Music/Audio Post Turning Studios
- Executive Music Producer/Arranger Elliott Wheeler
- Co-founder/Group Chief Creative Officer Scott Nowell
- Chief Creative Officer Tara Ford
- Executive Creative Director Barbara Humphries
- Senior Art Director Alex Polglase
- Senior Copywriter Jake Ausburn
- Head of Production (HP)/Senior Producer Penny Brown
- Producer Izzy Robertson
- Choreographer Lucy Guerin
- Production Designer Steven Jones Evans
- DP Stefan Duscio
- Executive Post Producer Noreen Khan
- Post Producer Kani Saib
- Colorist Trish Cahill
- Online Eugene Richards
- Audio Mixer Jamieson Shaw
- Music Producer Carla de Menezes Ribeiro
- Music/Lyrics Tim Minchin
Credits
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- Agency The Monkeys/Sydney
- Production Company Revolver
- Director Kim Gehrig
- Production Company Somesuch
- Producer/Executive Producer Pip Smart
- Managing Director/Co-Owner Michael Ritchie
- Editing Trim
- Editor Tom Lindsay
- Editing ARC EDIT
- Executive Post Producer Daniel Alexander Fry
- Editor Elise Butt
- Post Producer Tatyana Alexandra
- Music/Audio Post Turning Studios
- Executive Music Producer/Arranger Elliott Wheeler
- Co-founder/Group Chief Creative Officer Scott Nowell
- Chief Creative Officer Tara Ford
- Executive Creative Director Barbara Humphries
- Senior Art Director Alex Polglase
- Senior Copywriter Jake Ausburn
- Head of Production (HP)/Senior Producer Penny Brown
- Producer Izzy Robertson
- Choreographer Lucy Guerin
- Production Designer Steven Jones Evans
- DP Stefan Duscio
- Executive Post Producer Noreen Khan
- Post Producer Kani Saib
- Colorist Trish Cahill
- Online Eugene Richards
- Audio Mixer Jamieson Shaw
- Music Producer Carla de Menezes Ribeiro
- Music/Lyrics Tim Minchin
EE Learn
A healthy dose of nostalgia, done the right way. Reinventing the music video for one of the most significant albums of the early 2000s is a bold move, but this piece hits all the right notes. The wistful story of adolescence is brought to life through beautiful imagery, and the branded element makes an impact without feeling invasive.
Credits
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- Agency Saatchi & Saatchi/London
- Production Company Art Practice
- Director Elliott Power
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Credits
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- Agency Saatchi & Saatchi/London
- Production Company Art Practice
- Director Elliott Power
- Editorial MARSHEEN
- Post Production The Mill/London
- Sound Factory Studios/London
- Executive Creative Director William John
- Senior Copywriter Sam Simmonds
- Senior Art Director George Coyle
- Chief Strategy Officer Richard Huntington
- Chief Production Officer (HP) Jessica Ringshall
- Producer Dan Heighes
- Producer Alex Pemberton
- Executive Producer Richard Firminger
- Producer Harriette MacNaughton
- Producer Rosie Nolan
- DP Diego Garcia
- Executive Producer James Guy
- Producer Shirley O'Connor
- Producer Jon Adams / (Producer)
- Production Designer Arthur De Borman
- Editor Dave Davis
- Colorist Simon Bourne
- Color Producer Chris Anthony / (Color Producer)
- Sound Producer Beth Massey
Credits
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- Agency Saatchi & Saatchi/London
- Production Company Art Practice
- Director Elliott Power
- Editorial MARSHEEN
- Post Production The Mill/London
- Sound Factory Studios/London
- Executive Creative Director William John
- Senior Copywriter Sam Simmonds
- Senior Art Director George Coyle
- Chief Strategy Officer Richard Huntington
- Chief Production Officer (HP) Jessica Ringshall
- Producer Dan Heighes
- Producer Alex Pemberton
- Executive Producer Richard Firminger
- Producer Harriette MacNaughton
- Producer Rosie Nolan
- DP Diego Garcia
- Executive Producer James Guy
- Producer Shirley O'Connor
- Producer Jon Adams / (Producer)
- Production Designer Arthur De Borman
- Editor Dave Davis
- Colorist Simon Bourne
- Color Producer Chris Anthony / (Color Producer)
- Sound Producer Beth Massey
Barbie Barbie
On the 21st July 2023 Mattel released what could be described as the most impactful piece of branded content ever. Possibly the greatest example of the magic that can happen when you hand over creative control of your most valuable IP. Mattel is a brand that is moving with the times and the success of Barbie has given them confidence to undertake a range of similar projects (from Rock ‘em Sock ‘em Robots to a Barney reboot, led by Daniel Kaluuya). Hard to predict if the movie itself will win big but I’m excited to see which of the 100’s of partnerships from the movie show up in this years awards.
