Changing behaviour, one film at a time
I end the day as I started it: wondering whether brands should stop marketing themselves and start marketing the good stuff they believe in. Of course it can't be hot air, it has to connect back to what they as a business are doing. And no doubt it's madness to suggest *all* a brand's budget and creative resource should go this way. But when you see work like the films below from VW Sweden (they are part of what looks to be an ongoing series from VW's natural gas proposition EcoFuel...although I had to search to discover the EcoFuel association, a shame since it makes more sense of why they'd do this), you can't help but notice and admire the brand. The money they could have spent just telling us about themselves, just worked a whole lot harder. Playful, audacious, original creative is very compelling. Playful, audacious, original creative that's actually doing something for mankind or the planet? Utterly irresistible.
Either way, if our industry at times looks like its creative pulse is weakening, this is life affirming stuff:And for the story behind the films - http://bit.ly/1RGJFW
(HT @kulturtrends and @jon_howard)
