forget your brand
we presented an idea to a client last week to give a film maker creative freedom to create a series of shorts that captured the essence of the brand…without really showing the brand.
the sans-brand film has been around for awhile…but picked up some major steam when Spike Jonze teamed up with Absolut to create a Sundance-worthy short…that really had nothing to do with vodka.
today i was digging back through some old emails and found this link for a super-duper film series outta Europe. Coke energy drink-brand Burn teamed up with Publicis Mojo, Rumpus Room, Exit Films and Steve Bara for a series of killer vids.
Per the article from Contagious, Coke nor the shops involved are talking much…but there’s more to see on YouTube.
Obviously, the under-branded branded content is hot right now. I just saw a great preso on Slideshare from the head planner dood at GS+P on how you should be looking to create good media vs. finding good media. But in the end…while I certainly think Burn is forward thinking…I’m no more included to drink it than before. And isn’t that the goal? To convert to purchase? (pls suspend reality and pretend i’m living in Europe)
thoughts?