Brand Film Awards and Workshop 2020 | Starley J Sandez

 The year 2020 has definitely been a game changer for our society and as a result of these changes, the 2020 Brand Film Awards and Workshop were broadcasted through a webinar event. The awards were transmitted live on May 7, 2020, by Campaign US and PRWeek US. The event highlighted the best brand films and showed three significant workshops with distinctive professionals from the production, communication, advertising and marketing industry.
 
Building Brand Love into Organic Creativity was the first workshop presented. The workshop was hosted by James Gregson, Head of Lego Social Studio and moderated by Lindsay Stain U.S. Editor for Campaign US. James spoke about how Lego has transitioned from the physical product and store to a more digital world that aligns with the changes that we are experiencing nowadays. He explained that Lego wanted to support their consumers who were facing the stress of lockdown by providing them with content that will inspire them to create at home. They created the campaign Let’s Build Together, a campaign that used existing and new content to help people create using Lego blocks. The campaign simply used social media channels like YouTube to make it easier to quickly reach millions of people . The most important part of this campaign was that it wasn’t produced with the intention of selling a product, it was created to inspire the general public to create and particularly  to help parents and their kids deal with the new norms of being at home due to the pandemic. Not only did the campaign align well with the company mission, but it also showed that they care about their consumers, which in an organic way will build more trust between the brand and consumers.

 



Presented by Lindsey Hagen the Executive Producer of Stept Studio, Mairin Hart the director of TranSending, Lauren King the Marketing Manager of Merell, Erin Parisi Founder of TranSending7.org and Alexis Wierenga producer at Haymarket Media, Inc. The Right Story for the Right Brand was the second workshop. Through a case study of a brand film, this workshop explains how you find the right story for the right brand while preserving the integrity of the brand. As mentioned by the panelists, one of the most significant steps in creating a story is to know what your brand stands for. It is also to make sure that your company is being authentic and real, and that you are not forcing a message on your audience. Another takeaway was that the authenticity of the film is what will connect with the audience. Always take time to research and look for the right people. Finally, take a step back to make sure what you are doing aligns with your beliefs. By asking questions and understanding your audience, you will craft the right story that will connect with your audience and it will be relevant.

Engaging the Intended Audience was a workshop about how to engage with the audience using different strategies  that will cultivate conversations beyond the campaign. This panel was introduced  by Marc Battaglia, Executive Creative Director of Marriott International, Senain Kheshgi Co-founder of MAJORITY and Mike Prochaska Director, Content Development of Omaze. One of the fundamental suggestions made by the experts was to put your consumer first by understanding and know who your target audience is. In case that you are making a partnership with another organization take time to understand and know the company that you will work with and how different or similar to your company they are. Overall, stick to your brand purpose and create campaigns or films that will inspire your customers to take action. Always keep in mind to create things that are real and don't look like an ad. Create work that will generate conversation beyond the time. Lastly, stick with what you are saying and essentially practice what you preach as a brand.
 
In conclusion the Brand Film Awards and Workshop 2020 was a successful event, despite the pandemic that we are living in. The workshops were full of great advice by a range of professionals from the communication and advertising industry. Overall, this event taught us how important it is to know your audience and that every campaign doesn’t have to be about selling a product. Because creating trust with your customer will take your company to a different level that will resemble it the time.   
 

Panelist LinkedIn:


James Gregson
https://www.linkedin.com/in/jlwgreg/

Lindsey Hagen
https://www.linkedin.com/in/lindsey-hagen-2770b836/

Marc Battaglia
https://www.linkedin.com/in/marc-battaglia-397746a/

 




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