Friday, August 7, 2009

Non-Branded Branding Activity

I wrote a post last Friday about the new Coca-Cola 'Open Happiness' "adver-tainment" piece that was directed by Alan Ferguson. One of the most unique things about it is that during the entire ad there is no branding what-so-ever except during the final 2 seconds. Considering the ad is 4 minutes and 25 seconds long, that's a bit of a big deal. And although the ad doesn't contain anything in it that says Coca-Cola or utilises the logo or brand iconography, the ad screams Coa-Cola in every way. As a piece of branding work it is definitely an indication of Coca-Cola's security with their own position and brand strength.

Following on from this, I've been keeping an eye out for anyone else doing similar 'non-branded' brand work. Nick Burcher wrote an excellent post on the recent Scandinavian Airlines TV ads. Nick describes how in the latest of the ads, there is no mention of Scandinavian Airlines or display of their logo until the final 4 seconds of a 60 second ad. Created by Wibroe Duckert & Partners, the ad is entirely in French (with English subtitles) and uses "Les deux pigeons" by Charles Aznavour as its soundtrack.

Is this the direction that brands will start to go in general? Is there any correlation between this and the continued growth of Social Media? I have had quite a few people suggest to me that the mind shift that corporate entities have had to undertake to fully realise the intimate and personal nature of Social Media will possibly drive a greater change in how all facets of marketing are approached. I think this is an interesting thought but by no means something that we can yet judge. Though I for one would not be disappointed to see a general move in all corporate communication channels towards a more socially orientated approach.

[click video to play]

Producer: Gitte Saloman
Creative: Peter Boye; Henrik Tvilling
Director: Martin Werner
Production: Bacon
Producer: Malene Dyhring
Director of Photography: Lasse Frank
Post Production: Duckling
Editor: Peter Brandt
Music: Charles Aznavour

A big cheers to Nick for posting this video :)

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