What’s the impact of the pandemic on you, your company, your approach to doing business in the future? What practices emerged that you will continue even as restrictions are loosening?
Workwise the pandemic hit us hard and early with productions going away overnight and some significant projects put on indefinite hold. A TV series we developed that had international travel at its core became unfeasible. However, we are not alone so it’s simply onwards and upwards. Structure wise, fortunately we were already comfortable working with a core team and then a modern network of partners remotely so we did not have to do a huge adjustment.
We are proud Mirimar successfully pulled off a Super Bowl campaign with Klarna and long time collaborator Andreas Nillsson during the pandemic. Complete with celebrity talent, miniature horses and daily challenges. Was so much harder than normal but the processes we developed have made our team better.
What’s the biggest takeaway or lessons learned from work (please identify the project) you were involved in that was or is in the running for current awards season consideration (i.e., Emmys, Cannes Lions, etc.)?
Funny and smart work will always resonate. I felt this year it was more the single ideas, even small but well-executed PR-centric ideas that got the internet’s attention briefly, were awarded. Whereas the orchestration of larger ideas focussing on solving business problems or launches was more favored in previous years. There was also a disproportionate push towards charity or social cause work awarded which is probably a natural reflection of how we are all feeling.
What trends, developments or issues would you point to thus far in 2021 as being most significant, perhaps carrying implications for the rest of the year and beyond?
Diversity and inclusion are central, imperative, and ongoing. Beyond that trend-wise, at Mirimar we continue to push at the intersection of advertising and entertainment. Partnering with brands and helping them see the value in storytelling that reflects their brand’s values in more genuine entertainment formats. Connecting with audiences and living beyond just ad formats that feel less sincere. This is something we are seeing and is also our hope for the future.
What work (advertising, entertainment)–your own or others–struck a responsive chord with you and/or was the most effective creatively and/or strategically so far this year? Does any work stand out to you in terms of meshing advertising and entertainment?
Beats By Dre You love me struck a powerful chord. Bringing to life an idea that genuinely challenges it’s audience. Delivered with great quality production. Additionally seeing Nike’s Dream Crazy get Gold for effectiveness was another positive step for brands being brave, actually standing for something, and then seeing it positively galvanize their business and sales. Love it.
