Stop action video can be polished and amateurish, earnest and effective -- or all of these things at once. The example below, from a San Francisco campaign to ban plastic bags, seems to me to be composed of just the right mixture of all four.
It has a simplicity, charm and creativity that perfectly suits the subject, regardless of whether your checkout line answer is "Plastic," "Paper," or "Brought my own tote, thanks!" It's hard to resist the compelling and imaginative narrative journey we're taken on. It is the kind of approach that can effectively serve a corporation as well as an environmental organization. Depends on the message, the audience, and the intended feel one wants to achieve.
This piece has the feel of a 30-second spot, but is actually two minutes long. The greater length probably allows for the satisfying emotional sense of experiencing a complete story. The length -- combined with the other multiple elements that mark this an issue campaign -- is also why you find it on YouTube rather than television. An issue campaign with a YouTube component allows for an ever widening circle of viewers to discover you as word of the video spreads like a virus (thus the term "viral" campaign) across the Internet.
Thanks to video magician Glenn Sharron of All Florida Mediaworks (www.allfloridamediaworks.com) for flagging this one!
It has a simplicity, charm and creativity that perfectly suits the subject, regardless of whether your checkout line answer is "Plastic," "Paper," or "Brought my own tote, thanks!" It's hard to resist the compelling and imaginative narrative journey we're taken on. It is the kind of approach that can effectively serve a corporation as well as an environmental organization. Depends on the message, the audience, and the intended feel one wants to achieve.
This piece has the feel of a 30-second spot, but is actually two minutes long. The greater length probably allows for the satisfying emotional sense of experiencing a complete story. The length -- combined with the other multiple elements that mark this an issue campaign -- is also why you find it on YouTube rather than television. An issue campaign with a YouTube component allows for an ever widening circle of viewers to discover you as word of the video spreads like a virus (thus the term "viral" campaign) across the Internet.
Thanks to video magician Glenn Sharron of All Florida Mediaworks (www.allfloridamediaworks.com) for flagging this one!
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