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Friday, October 22, 2010

One reason you should make a mini-film…you’ll be in good company

We all know that last year was pretty bad for business (I know, an understatement, but let’s not dwell). Thankfully, customers are starting to dip their toes back in the water, but their devil-may-care spending ways have given way to something altogether more conservative. So, how do you ensure that you these newly chaste customers spend with you and not your competition?

The answer is to create compelling content that engages and connects with the customer on an emotional level. There are lots of ways to do this, but one of my favorites is the mini film. Chanel, Dior, Prada and Louis Vuitton have all created films that are gorgeous, engaging and communicate the brand’s values in a dynamic, fresh way.

One campaign that I really liked was Louis Vuitton’s “An Encounter with Greatness” featuring Football legends Pelé, Maradona and Zidane Now I’m no soccer-fan (aside from the obvious benefits of watching cute boys kick a ball around), but here’s why I think it works - the campaign communicates the brand’s vision of self-discovery through travel by featuring icons that resonate across generations and continents.

Of course, not all brands have LV’s budget, but that’s the beauty of the image film – work with creative freelancers who can develop a brand piece that’ll work across all your communication platforms. After the initial investment, you’ll have an enormously versatile tool that you can use for advertising, PR, in-store, on-line, for corporate events.

One of Plum’s favorites is Director and Cinematographer, Liz Hinlein. She’s been creating brand films for the best part of 10 years. Check out this piece for the Bejing Olympics:

To see more of Liz’s work, you can check out

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