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Opinion and Insight

Be Brave: Take Risks with Branded Content

Kash, 2 years, 8 months ago

Kash co-founder Simon Alveranga on how a bit of bravado can really pay off

Be Brave: Take Risks with Branded Content

2014 was another watershed year for branded content with more companies than ever investing in the creation of genuinely entertaining films. These are exciting times for artists of all disciplines as they gain more and more direct access to resources previously reserved solely for direct message advertising. But these funds come with caveats; where once you would answer to a commissioner, curator or publisher now your work will be scrutinised by the brand, making sure their messages are embedded within the work they are paying for.

And already the term branded content is starting to feel overused. In this fast paced, information saturated world the war of attrition between brand and consumer goes on, with companies forced to find new, innovative and increasingly subtle ways to woo their public, and the public becoming increasingly savvy and sceptical to their methods. This is why if a piece of branded content is going to succeed it has to let go of any notion of advertising. The urge to directly mention product benefits must be resisted, and more genuine, authentic ways to connect must be found.

This film by Italian telco Wind powerfully demonstrates the idea.

Rather than encouraging us to use communication technology, they extol the virtues of eschewing it, instead encouraging in person human connection. By contradicting the ideals you would expect from a mobile operator Wind shows a deep understanding of, and empathy with an audience jaded by technology. Yet by reminding us of the value of relationships they reinforce the importance of communication. Wind showed a lot of trust in creators Oglvy and Mather but their bravery has paid off with a resonant film.