Epic Campaign Celebrates Innovators
The Colony director Harry Sanna has helmed an epic, :60 commercial supported by multiple web films, for the Australia and New Zealand (ANZ) Banking Group and agency Whybin/TWBA, Melbourne.
The campaign has just launched in Australia and New Zealand and will expand to Asia in coming weeks. The commercial is linked to the web documentaries via a dedicated webpage that offers an integrated universe for these inspirational “worldshaper” narratives.
The subjects of the campaign – all pioneers and innovators within their fields – include: medical innovator Sir Ray Avery; polar explorer Dr. Rebecca Lee; solo world sailor Jessica Watson; tennis icon Martina Navratilova; social robotics innovator Marita Cheng; environment-sensitive designer David Trubridge; Mars One program innovators and participants, Bas Lansdorp and Dianne McGrath; Atari founder Nolan Bushnell; and world no. 1-ranked woman golfer Lydia Ko. The commercial also features humanoid “female” robot Geminoid F, the impressively realistic product of robotics engineers at Osaka University.
ANZ Bank describes the subjects of the commercial as “inspiring individuals, with drive, commitment and imagination in transforming the world around them.” The bank seeks to inspire its customers to take control of their own worlds via the financial instruments and opportunities it offers.
For director Harry Sanna, the subject choices, however eclectic, are a celebration of the individual – whether thought-provoking, action-inducing or future-confronting. For Sanna, the epic, :60 commercial creates a taste for the array of accompanying web documentaries exploring each individual’s story; a formula he found irresistible. The spot needed to be big, “really expansive in scope” and capture “each person in a setting that would act as an immediate visual cue to their story”.
“We were fairly blessed in that regard, as the environments went from polar frontier to old-school arcade, the surface of Mars to the middle of the Pacific. Additionally, I wanted each shot to have a moving, portrait-like feel.”
Sanna’s background in powerful, journalistic documentary (he was a war correspondent in Afghanistan) resulted in seemingly effortless authentic and natural performances from the subjects. Says Sanna, “the shoot process involved lots of on-the-day improvisation. As stand-alones, all the subjects were charming, impressive and a pleasure to work with. As a group… well, the month I spent interviewing them will stay with me for a very long time.”
View the :60 commercial here: http://bit.ly/1EXvoEC
View the content films here: http://bit.ly/1EQjkE2
About The Colony
The Colony is a New York-based integrated content company with a roster of award winning directors. Visit The Colony at: www.the-colony.com
Video Credits
Client: Australia and New Zealand (ANZ) Banking Group
Campaign Title: “Your World, Your Way”
Agency: Whybin\TBWA Melbourne, Australia
ECD: Paul Reardon
Senior Writer: Andy Lish, Jim Taylor
Production Company: Buddy Films, Sydney
Director: Harry Sanna
DOP: Geoffrey Simpson
Producer: Susie Douglas
Producer: Sue Walker
Editor: Bernard Garry, The Editors
Contact:Sharon Lew
917-576-9628
Contact Sharon via email
Sonic Branding For Social Media: Engage, Align, Connect
By Chad Cook -- With more than five billion people accessing social media daily, savvy brands understand the importance of cultivating a strong social identity. They devote massive resources toward brand awareness, audience targeting, content strategy and community engagement. Yet, while they know that social platforms are critical to boosting sales and attracting new customers, many neglect one of the most effective tools for connecting with consumers: sonic branding. Marketers often associate sonic branding with catchy mnemonics used by big brands like McDonald’s, Netflix and Intel in their advertising. But that is a very limited view of what sonic branding is and what it can do. Sonic branding is a way to build awareness and stimulate engagement across all touch points, from advertising to broadcast digital, in-person and social. And it’s not limited to members of the Fortune 500. Brands at all levels can benefit from a sonic identity that is memorable, engaging and reflective of its core values. Sound has been scientifically proven to be deeply tied to memory and emotion. There’s a reason that certain songs stick in your head and bring back memories formed years or even decades earlier. So, it’s surprising that sonic branding is often an afterthought in marketing plans. That is especially true in social media marketing. Faced with tight deadlines and strained budgets, creative teams are often tempted to select music for their content simply because it “fits.” Unfortunately, that may result in content that is in tune with what’s trending but is out of tune with brand identity. Effective sonic branding, by contrast, requires thoughtful strategic planning,... Read More