2013 Winners & Shortlists

FILM CAN

BrandLIWA ADVERTISING
Product/ServiceBRANDED CONTENT
EntrantLIWA ADVERTISING Dubai, UNITED ARAB EMIRATES
CategoryBUSINESS PRODUCTS & SERVICES
Entrant Company LIWA ADVERTISING Dubai, UNITED ARAB EMIRATES
Advertising Agency LIWA ADVERTISING Dubai, UNITED ARAB EMIRATES

The Brief

Both existing and new customers. The strategy of the campaign was to awaken them to the possibilities of Branded Content through a well-known point of reference: Film.

Creative Execution

Since the video format - as against film - is the preferred choice for content creation, the creative solution was highly relevant to the objective. The empty film can is the metaphor for the dwindling usage of film and increased use of video, which is integral to creation of inexpensive branded content. Hence it's most appropriate to the task at hand.

Describe the creative solution to the brief/objective.

The creative solution was to use empty film cans - which stand for their decreased usage in creating moving content. Branded content, by default, has low budgets; hence video is the right medium for its creation. The outcome was an apt marriage of objective and idea.

Results

The response has been highly encouraging. Calls from clients - both current and prospective - are evidence to the fact that the idea was working. New branded content projects as a direct outcome of this exercise are further proof of the efficacy of this idea.

Credits

Name Company Role
Vijay Kumar Liwa Advertising Llc Executive Creative Director
Navkriti Shrikhande Liwa Advertising Llc Creative Group Head