Road Trip
Award: Wood Pencil
Wood Pencil / Branded Content & Entertainment / Fiction Film 5-30 mins / 2017
Brief:
creating a second episode as a follow-up to the successful first.
The format challenged the well-worn semiotics of fashion advertising, and tapped into the insight that our audience is influenced more by long form content and programming than traditional ‘advertising’. Indeed, the very fact that we were creating episodes stood in opposition to the norms of the category, that traditionally created singular, isolated 30” spots to sell an idea, or line of clothing.
Solution & Cultural Context:
creating a second episode as a follow-up to the successful first.
The format challenged the well-worn semiotics of fashion advertising, and tapped into the insight that our audience is influenced more by long form content and programming than traditional ‘advertising’. Indeed, the very fact that we were creating episodes stood in opposition to the norms of the category, that traditionally created singular, isolated 30” spots to sell an idea, or line of clothing.
Site/station:
YouTube
Insights:
n/a
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