The Awesome Power of Film

In my last post, I talked about how travel retail has a problem when it comes to Social Media. I also talked about how video is a powerful tool both on the path to purchase Рfor in-store and beyond. I also shared a video that Richard Dunn created and went viral. Today, I want to share something else. I came across the new Johnnie Walker Blue mini film starring Jude Law and Giancarlo Giannini. This is a very powerful film that conveys so much in 6 minutes and 29 seconds. More importantly, this had 1.3m views in 3 days and 3.3m views in a week. What is interesting about this film is how the focus is on the story and not the product. The subtle and almost subconscious references to the product (the blue street light) is an interesting twist. This is a powerful brand building mini-film. I will leave you to draw your own conclusions about the messages in this film and to make your own mind up about it. After all, a well written script helps the audience reach their own opinion while delivering a powerful message. Whatever your think, I am sure you will agree, this is a fantastic use of film and social media. I have shared with you 2 types of film Рlow budget and big budget. If this type of marketing appeals, we...

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