By Shannon Lords
Let’s face it: with today’s ever-changing and oversaturated media landscape, it’s harder for content creators and brand builders to cut through the noise in a meaningful way. Gone are the days when producing visually-appealing content was enough. In this age of hashtag “slactivism” and “fake news,” our creative community has a responsibility to create impactful work that pushes viewers forward, propelling them to action.
Our production company, Great Bowery Film, has been fortunate to be involved with work that’s meaningful, relatable, and timely. As worldly thinkers (and just straight up decent people), we want to give audiences a sense of purpose in these crazy times.
The [Social] Medium is the Message
Media theorist Marshall McLuhan said it best—the medium is the message. Hard to believe that line came into our lexicon back in 1967 and rings true to this day! But he’s right—how we deliver the message is critical for reach and engagement.
As a result of the proliferation of social media and the 24-hour news cycle, audiences are increasingly driven by convenience and gratification. At the end of the day, we like it simple (where and how we find content) and satisfying (fulfilling a need).
Some examples:
- #MeToo & #TimesUp: Both of these movements reached unprecedented levels of engagement because of social media. #MeToo caught on like wildfire in October 2017, though it was actually created in 2006 by social activist Tarana Burke to raise awareness for women of color who were survivors of sexual assault. After the Weinstein news, this hashtag was appropriated and women of all races around the world used it to share their own stories.
- Trump on Twitter: There’s a reason why Twitter is his extended mouthpiece—it’s the most “open social media platform on fast moving topics,” and for better or worse (and much worse than that), we’re able to know what he’s thinking in real time.
(Genuine) Content is King
In spite of—or perhaps as a result of—today’s media, audiences are more savvy and discerning than ever. If you build it (authentic content), they will come—and they’ll engage with you in ways that marketers dream of. Retweet, yes. Follow on Instagram, yes. Show up for you virtually and physically, yes and yes. But the content has to be good.
Here’s some recent work that reflects this ethos from Great Bowery Film:
- ”Speech Moves,” from Washington Speakers Bureau, focused on the power of speech. Fueled by social, it earned over 40 million impressions in the first day alone.
- Together with the Ad Council and Havas, our campaign “Numbers” was jarring but incredibly effective. By spotlighting true stories of everyday people suffering from heart disease, coupled with a memorable URL as the call to action, this campaign was impactful and proved that purpose-driven work doesn’t have to come with a viral hashtag attached.
Other prime industry examples also reflecting this ethos of meaningful work include:
- One America Appeal, a nonprofit founded by Barack Obama, Jimmy Carter, George H. W. Bush, Bill Clinton, and George W. Bush spurred recovery efforts for the 2016 hurricane season. The campaign captured the essence of bipartisan support and leadership, helping to raise over $42 million. Both relatable and aspirational, One America Appeal was a wakeup call.
- R/GA's "Love Has No Labels" for the Ad Council generated significant buzz thanks to its honest, empathetic, and humanizing approach that inspired a call to action rather than insisting upon one.
As we continue to face social issues that need our help, the creative community has a responsibility and an opportunity to be part of the solution—and change the world as we do it.
Shannon Lords is the executive producer of Great Bowery Film, the in-house film production company of Great Bowery.
A TV as big as a bed? With the holidays approaching, stores stock more supersize sets
For some television viewers, size apparently does matter.
Forget the 65-inch TVs that were considered bigger than average a decade ago. In time for the holidays, manufacturers and retailers are rolling out more XXL screens measuring more than 8 feet across. That's wider than a standard three-seat sofa or a king-size bed.
Supersize televisions only accounted for 1.7% of revenue from all TV set sales in the U.S. during the first nine months of the year, according to market research firm Circana. But companies preparing for shoppers to go big for Christmas, Hanukkah and Kwanzaa have reason to think the growing ultra category will be a bright spot in an otherwise tepid television market, according to analysts.
The 38.1 million televisions sold with a width of at least 97 inches between January and September represented a tenfold increase from the same period last year, Circana said. Best Buy, the nation's largest consumer electronics chain, doubled the assortment of hefty TVs — the 19 models range in price from $2,000 to $25,000 — and introduced displays in roughly 70% of its stores.
"It's really taken off this year," Blake Hampton, Best Buy's senior vice president of merchandising, said.
Analysts credit the emerging demand to improved technology and much lower prices. So far this year, the average price for TVs spanning at least 97 inches was $3,113 compared to $6,662 last year, according to Circana. South Korean electronics manufacturer Samsung introduced its first 98-inch TV in 2019 with a hefty price tag of $99,000; it now has four versions starting at $4,000, the company said.
Anthony Ash, a 42-year-old owner of a wood pallet and recycling business, recently bought a 98-inch Sony for his 14,000-square-foot house in... Read More