brand-e

Wallpaper* has joined forces with Ridley Scott Associates to produce a short film, Quatre, launched as part of the mag’s September issue.
The three-minute movie is ‘a complex tale of mistaken identities, passions reignited, the latest Lanvin. and good old girl-on-girl action’, according to publisher IPC Media.
“When Wallpaper* does film, we do it properly – Quatre is an elegant and erotically charged must-see piece of cinema,” says Tony Chambers, editor-in-chief, Wallpaper*

Fiat and Faithless have set the brand standard with their partnership for the single Feelin’ Good, says Forrester Research analyst Mark Mulligan. “Brands – Converse, Bacardi, etc – commissioning artists to record tracks for ad campaigns is a growing trend, but what Faithless have done here is different,” he points out. “No money actually changed hands, and no Fiat slogans or messaging appear on the video. So how does it work?

Katy Perry has joined forces with Deutsche Telekom in an eight-market campaign to recruit fans to participate in the artist’s official music video for the upcoming release of the single Firework.
Each Telekom country – in Germany, Austria, Hungary, Czech Republic, Slovakia, Poland, Macedonia and Montenegro – will have a different way of garnering participants, either by asking fans to complete a task, submit a video entry of their singing and dancing talents, or simply by entering a sweepstakes.

Says Nick Roveta* There was a time when it seemed that all you needed for a successful video was great creative. You still need that of course, but the days when that could deliver you a YouTube sensation are long gone. There’s just too much competition out there for the vast majority of branded videos to make any real impact. Yet, every brand knows that having an engaging piece of online video content can have a significant impact not just on brand awareness but also on sales.

Entries for YouTube’s Life in a Day crowdsourced film venture with LG and Ridley Scott Associates have closed with a total of 80,000 submissions from almost 200 countries. Consumers were asked to upload clips to the viral video site of their experiences on 24th July to feature in a dedicated channel, and also in a feature film to be directed by Kevin McDonald.

Top branded viral video of the month of July? Easy, that would be Old Spice: Questions, of course, featuring the man you could smell like, Isaiah Mustafa, in a clip which spawned a rapid score of follow-ups. So, take a bow Wieden + Kennedy.

“Altogether, 186 realtime customized video responses were created and posted on Old Spice’s YouTube channel – many of the videos have created views ranging from 100,000 to more than a million,” says GoViral Network, provider of the July Top 10 viral video rankings.