PRWeek and Campaign US Present Branding Film Awards | Kenneth Medina

Branding Film Awards, presented by PRWeek and Campaign US, was such a learning experience as I got to view ads that went far and beyond in terms of skills and craft. So many films shown blew my mind when I noticed the cinematography and the art direction. This conference showed me that brand storytelling is such a powerful tool. Brands can show that they have the same value as customers while presenting a great film that shows how the brand positions itself as an expert or a voice you can listen to in that space. The panels were really insightful. I got to learn much more about brand films and the great filmmakers behind them.

The Right Story for the Right Brand panel was based on the goal to increase representation in a brand’s storytelling. The speakers spoke on the brand film “TranSending,” in which speaker Erin Parisi, the founder of TranSending7.org, is featured in and is shown trying to achieve the goal of climbing the Seven Summits while showing her story about being a transgender person. The panel included the director Mairin Hart, hiking and outdoor footwear brand partner Merrell’s senior marketing manager, the producer, and the executive producer of the brand film. They continue speaking about how rewarding creating the brand film was. Hearing from Erin herself was great since she was sharing her story about her relationship with the brand and how much they are cared about showing her story.

To be able to properly tell someone’s story, you need to speak with them and lay out any concerns, their comfort levels, what are they willing to do, what story they really want to tell, etc. Keeping things transparent should be the goal for a brand to tell someone’s story. It’s also important to set up expectations at the beginning to prevent any future hiccups. 

The Engaging the Intended Audience panel discussed how it can be challenging to get the eyes of viewers, especially at a time when we are constantly bombarded with content. The panel speakers spoke on digital content strategy, how to reach viewers beyond your own channels, and how to use storytelling and strategy simultaneously. The speakers really emphasize how you have to understand the brand itself and its core value before embarking on a brand film

"[All brands] have a perspective. If you think about the filmmaker working with a brand, It’s really about finding what the core ethos of that brand value" -Senain Kheshgi. 

In addition, thinking about it strategically can help you bring more value to the project and reach viewers. Getting audiences engaged can be challenging, but it can be a fun challenge. 

"You have to put the audience first" -Marc Battaglia

When we got to the Q & A portion of the panel, an attendee asked how can a brand launch a social responsibility campaign without looking inauthentic. I found it interesting that people attending the event found it important to learn how to create a genuine campaign, similar to the Right Story for the Right Brand panel.

Finally, during the award ceremony, there many films that just got me excited as a person who enjoys watching films. 


Speakers/Panelist’s LinkedIn page:

Senain Kheshgi

https://www.linkedin.com/in/senain-kheshgi-970324/

Marc Battaglia

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

Mike Prochaska

https://www.linkedin.com/in/michaelprochaska/

Oliver McAteer

https://www.linkedin.com/in/oliver-mcateer-aa8b8484/


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