Five thematically linked short films–showcasing the ability of Philips television sets to bring the wonder of cinema to consumers’ living rooms–are making their mark online as the centerpiece of a global campaign, “Parallel Lines,” created by DDB London and Philips in association with RSA Films.
The quintet of films, which debuted online earlier this month, shares a common bond–the same single piece of dialogue–yet are distinctively different from one another otherwise.
RSA’s directors were challenged to respond to this single piece of dialogue (“What is that? It’s a unicorn. Never seen one up close before. Beautiful. Get Away, get away. I’m sorry”) and more than 45 submissions were received. The five groundbreaking short films produced have genres ranging from drama, action, animation, to sci-fi and thriller by the five film directors: Greg Fay, Johnny Hardstaff (from RSA sister shop Little Minx), Carl Erik Rinsch, Jake Scott and Hi-Sim.
Neil Dawson, DDB London’s chief creative officer for Philips, said, “By creating a single piece of dialogue for 5 very different films we’ve created a tie that binds the films into a truly unique experience and single-mindedly communicating that whatever the content, a Philips television is the only way to watch it.”
The five films are:
• Darkroom, directed by Hardstaff. Set in a retro future Shanghai, Darkroom opens on a covert surveillance operative as he searches for his criminal quarry. Scanning a polluted city skyline, we see through his technology as he zooms ever deeper into a distant apartment and through the imaginative use of reflections and technology begins to unravel a sinister secret. Through this voyeuristic journey we are led to a climax with dramatic consequences.
• The Hunt, directed by Scott. The Hunt follows two men on a trail to find the ultimate prey. In the eerie woodland something lurks; a mystical creature. Soon we will find that the hunters may well become the hunted.
• The Gift, directed by Rinsch. This sci-fi thriller introduces us to a dystopian future. It’s a winter’s day in Moscow, but the familiar landscape is not all it seems. An experienced KGB agent is on his way to deliver a special gift. Expressionless and giving the aura of emptiness, the lone man makes his way across the city. As the secret of the gift is unveiled to the recipient, the desire for the object becomes evident. The agent must have it. Even at the cost of a man’s life. A high octane chase through Moscow ensues as the dead man’s robotic butler tries to rescue the precious gift. It must not be left in the wrong hands.
• El Secreto de Mateo, directed by Fay. In this heart warming tale set in the underprivileged tower blocks of South America, a boy shows a young girl to a room with a secret. The girl is introduced to a donkey which the boy tells her is a unicorn. Delight and fulfilment fills the young girl as she is left to feel the magic of this moment in a life that has offered her so little. This joy is short lived as we are shown the difficulties of growing up as bullies taunt the pair. The boy stands up for his younger friend. Afterwards though, it all seems too much as the brave boy is left to cry quietly in the corner. Unaware of her friend’s pain, the girl returns her attention to the beauty of the animal.
• Jun & the Hidden Skies, directed by the Hi-Sim duo of Chris Hawkes and Cheun Hung Tsang. Through animation Hi-Sim transports us into the playful imagination of siblings Jun and Aco. We are instantly rushed from the children’s attic into space as a cardboard box transforms into a spaceship. This fantasy adventure excites as our heroes find themselves in the midst of a space battle resulting in the capture of Aco. Jun is left to fall from the skies before being saved by a fire breathing dragon. Jun and his new friend blow away the enemy as the plight to save the captive Aco gathers pace.
Interactive dynamic
“Parallel Lines” is an interactive through-the-line campaign with a strong focus on social media. DDB worked closely with a number of agencies on the campaign including Tribal DDB Amsterdam, Unit 9, Carat and Omnicom‘s OneVoice.
Social media lies at the heart of the campaign and with DDB, Tribal DDB Amsterdam have created an online experiential site showcasing the content through a Philips ‘Ambiplayer”–a special online media player which recreates the effect of Philips’ unique Ambilight technology, best understood as surround sound for eyes. The Ambiplayer will have special interactive features allowing users to interact with the immersive light, picture and sound experience of Philips’ Televisions.
Since the teaser release on February 26, thousands have become fan of Parallel Lines on Facebook (www.facebook.com/philipscinema) and viewed the official trailers on YouTube. By becoming fan of the campaign on Facebook, users continue to get access to additional exclusive content such as director interviews, stills, and behind-the-scenes clips.
On April 8, a “Parallel Lines” masthead in widescreen 21:9 cinematic format premiered on YouTube’s homepage in seven markets. It directs consumers to a dedicated Philips Cinema channel where they can watch the “Parallel Lines” trailer in HD quality on Philips widescreen 21:9 Ambiplayer. It is the first time a 21:9 cinematic format media player has ever been used on YouTube.
The outreach is also embodied in a contest challenging budding filmmakers to create a sixth “Parallel Lines” short. Judged by filmmaker and RSA founding partner Ridley Scott and in association with BAFTA, the “Tell It Your Way” competition will give consumers worldwide the opportunity to submit an original short film based on the same dialogue used by the directors from RSA. The winner will gain a week’s work experience at RSA offices in Los Angeles, New York or London. The competition entries will be hosted on a branded YouTube channel and will feature public voting rounds. Finalists will be judged on various criteria including creative storytelling, use of dialogue, and technical achievement.
The five thematically linked films are available to view online at www.philips.com/cinema. (For a taste of the campaign, Dark Room can be viewed here.)
Apple and Google Face UK Investigation Into Mobile Browser Dominance
Apple and Google aren't giving consumers a genuine choice of mobile web browsers, a British watchdog said Friday in a report that recommends they face an investigation under new U.K. digital rules taking effect next year.
The Competition and Markets Authority took aim at Apple, saying the iPhone maker's tactics hold back innovation by stopping rivals from giving users new features like faster webpage loading. Apple does this by restricting progressive web apps, which don't need to be downloaded from an app store and aren't subject to app store commissions, the report said.
"This technology is not able to fully take off on iOS devices," the watchdog said in a provisional report on its investigation into mobile browsers that it opened after an initial study concluded that Apple and Google effectively have a chokehold on "mobile ecosystems."
The CMA's report also found that Apple and Google manipulate the choices given to mobile phone users to make their own browsers "the clearest or easiest option."
And it said that the a revenue-sharing deal between the two U.S. Big Tech companies "significantly reduces their financial incentives" to compete in mobile browsers on Apple's iOS operating system for iPhones.
Both companies said they will "engage constructively" with the CMA.
Apple said it disagreed with the findings and said it was concerned that the recommendations would undermine user privacy and security.
Google said the openness of its Android mobile operating system "has helped to expand choice, reduce prices and democratize access to smartphones and apps" and that it's "committed to open platforms that empower consumers."
It's the latest move by regulators on both sides of the Atlantic to crack down on the... Read More