Short-form, long-form, educational and unmissable; check out how brand-backed content has evolved, in this series of articles.
From drumming up good business for Cadbury Dairy Milk to the genius of Lord and Miller’s The Lego Movie, branded entertainment has come a long way since P&G put the ‘soap’ in ‘soap opera’, as Rich Johnson reports.
With plans of a filmed road-trip through Greece scuppered by coronavirus lockdown, Cut Media opted for a more low-key execution - a microsized demo in inhouse creative Jonny Ashworth's yard. We spoke to creative director Scott Marshall about getting crafty at home.
From Emil Nava, a frequent music video director and CEO of the creative collective Ammolite Inc., comes an interview about branded videos, pop culture, and what makes an authentic viral moment.
The line between a traditional advertisement and a piece of branded entertainment is thin and blurry. In the recent past we've seen work that includes branded content soap operas, documentary storytelling and, of course, the blockbuster LEGO Movies. Here we showcase some notable pieces that highlight what can happen when the 'brand' and the 'entertainment' is in perfect harmony.
From the dangers involved in war reporting to the sharp edge of satirical cartoons; from the need for a questioning nature to the power inherent in words on a page, The Unquiet Film Series for The Times and The Sunday Times looked at it all, and a lot more, over its collection of mini-docs.
As much of the world slowly attempts to return to some form of normality, so too does sport. With football back, albeit behind closed doors, what opportunities are there for brands to connect with physically absent fans? Just So's Managing Director, Simon Bell, thinks turning to entertainment is the answer.
We speak to Hungry Man director Richard Bullock about his feature-length documentary collaboration with Swiss sports company On, following the courageous journey, and a shattered Olympic dream, of the Athlete Refugee Team.
With its remarkable shot on iPhone series of films, Apple has been delivering content with authenticity. Carol Cooper speaks to three directors about the pros and pros of smartphone cinema.
Observatory CEO Jae Goodman talks to Rich Johnson about the developments in branded entertainment, why brands need to embrace it, and how he worried for a while that the agency's mantras were more Don Quixote than Don Draper.
Jon Hamm, CEO of entertainment company Free Turn, says that with consumers having their choice of entertainment on tap and with their demand for content increasing, advertising companies need to think as much about the audience as they do about the brand.
In a condensed transcript of his podcast, Jamie Masters, Head of Audio Branding Strategy at Adelphoi Music, explains how the form needs to break away from its past.
As corporate social responsibility becomes more of a focus for brands, Alessandro Sciarpelletti, Executive Creative Director of We Are Social, Milan, explains how Lavazza pulled off a documentary about social unrest in Colombia and how brands can move forward with work that is both challenging and political.
Do jokes still land when everyone's in lockdown? We speak to industry minds about finding the funny in unprecedented times.
As health and beauty advertising changes with our habits, and the ever-ailing high-street given a Covid death sentence, industry leaders tell us how the industry keeps fit.
We tidied our bedrooms and Zoomed around the world to chat to the Gold-winning directors from this year's competition about what picking up a YDA really means.
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