THE BOOZE BIN
by Cassandra Bianco (@cnbianco)
As marketers we must think and create content more like artists. Visual artists have an innate talent to gift beauty. Artists tend to look at the picture as a whole, instead of only seeing the main object of attention (scientific research has proved this.)
This past Monday I attended a Google+ and 2012 Forecast Community Manager Meet Up. The speakers voiced how the No. 1 priority should be to produce rich content for our brands. Behance’s Sarah Rapp, Google+’s Timothy Jordan and Big Fuel’s Michoel Ogince were all advocates of this. Knowing how important this is, I wanted to share a story that recently inspired me, sponsored by a big brand, that beautifully emerges.
UP THERE is a Stella Artois film about the dying craft of hand-painted advertisements, a tradition predating modern advertising. Director Malcolm Murray carefully noticed all important elements needed to create the film—the quiet moments of the paintbrush tapping and swirling the wall, the personal accounts of the artists attesting to the craft’s meaning, and traveling to the necessary vantage points for all on-lookers. I was moved not only by the film’s cinematography and anecdotes, but how the film succeeds in leaving a warm, inspiring impression of Stella that is not promotional…something quite difficult to achieve. Liquor companies and big brands have the luxury to develop stories like this without being hyper promotional, and should keep this in mind when strategizing content.
In the words of Big Spaceship’s Ivan Askwith, we need to stop spreading viruses, and start giving gifts. Brand managers, before you retweet or post a Facebook fan page update for your social communities, reread and make sure the content is educational, entertaining or inspiring. Make it count. Cheers.
UP THERE is based on an original concept by Mother, produced by Mekanism, presented by Stella Artois.
Cassandra, this really is inspiring, thank you for sharing. I am going to save this and come back to it when I find my mind going blank the next time I want to create a video, post etc. Thank you!
Thank you Rachael! There are a few media I enjoy that help get the creative juices flowing: Behance’s the 99%, @brainpickings, @bigthink and all-time faves Fast Company and TED.
Oh thanks for the tips! I am going to add this to my repertoire ASAP. Happy Friday!
Agree that it more of an art from is required than science. It’s much more like cooking with a pinch here and a pinch there than the exact measurements that come with baking.