In this world overwhelmed by content, brands, non-profits and start-ups are trying to find new different ways to connect to the public and their customers and storytelling seems to be THE solution. Visual, transmedia, cinematic…it is discussed in and outside of the sessions. It seems that everyone is chasing a story. Stories are out there, but how can we tell them in a way they stick out? Try branded documentary.
I’ve been fascinated by branded documentaries, especially on how brands and influencers can work together to create beautiful stories that truly speak to their audiences. In the past two years, I have seen a growing number of amazing and successful documentaries, from Levi’s Made Here series created with the One Trip Pass blogger Jay Carroll to Red Bull’s movie with Ryan Doyle, one of the world’s most creative and innovative free runners and parkour artists. People just love the authenticity of documentaries and respond to real people telling stories.
At today session on branded documentaries, we’ve discussed how they can be used for cause marketing. Cause marketing is not easy because brands are not supposed to brag about good things they’re doing, right? But what if people touched by the brands’ campaigns tell the stories themselves? Take a look at the documentary around Pantene Beautiful Lengths campaign, a partnership between Pantene and the American Cancer Society with a mission to collect ponytails for real-hair wigs for women who suffer from cancer. Focused on one day at the Londonderry High School when teachers, students and their families involved with the campaign cut their hair and tell their personal cancer stories, this movie might make you cry. Best advice if you’re planning a cause branded documentary? Think of the equivalent of Pantene’s “haircut moment”and try to capture it in your film.
[youtube width=”550″ height=”344″]http://www.youtube.com/watch?v=BRHn1h7_0sg[/youtube]
*P&G is Porter Novelli client