Brand-Funded Films - Consumer Brands Recognize the Power of Story Telling to Elucidate Brand Values
- okelley4
- May 17, 2021
- 1 min read
Over the course of the last five years, the leadership of global consumer brands have begun to recognize the power of storytelling - film and television - to entertain audiences while elucidating the values of their brands via documentary and scripted content. Dentsu Aegis, its Story Lab US production subsidiary worked with Gillette to produce THE COST OF WINNING (a moving docu series about a successful football program at a struggling Baltimore Catholic high school) and distribute on HBO Sports. IPG Mediabrands teamed with Johnson & Johnson to produce 5B, an impactful feature-length theatrically-released documentary telling the story of the nurses in Ward 5B at San Francisco General Hospital who were among the first healthcare workers to treat AIDS patients with empathy and hands-on care at the height of that pandemic. This approach allows brands to "walk the walk" with audiences (i.e. consumers) while simultaneously giving talented storytellers the funding and support they need to create impactful content. This combination of social responsibility impact and great storytelling is a content-creation model that is growing at lighting speed. Examples of collaborations below.
The Kelley Firm can help brands, their media agencies and storytellers navigate this exciting approach to brand awareness and social/artistic impact.
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