We can’t wait to soak up all the inspiration under the Riviera sun this week. In homage to the 2019 Cannes Lions International Festival, we’ve created a daily content series that celebrates creativity and its power to transform the consumer experience. So whether you’re strolling La Croisette or following virtually, capture some of our creative marketing inspiration. In part two, we explore innovative branded content experiences.
Today's marketers face a unique set of challenges, from shorter attention spans to cluttered landscapes and concerns around brand safety and trust. Perhaps the greatest hurdle is the rising expectation level when it comes to the experiences consumers seek. Brands today must deliver content that’s entertaining, informative, and emotionally riveting. They’re expected to communicate their values and stand up for the issues they care about in an authentic way, and deliver content experiences with innovation like 360, Virtual Reality (VR), and immersive formats.
At Verizon Media, we build innovative content experiences fueled by audience passions. Our creative arm, RYOT Studio, is the first 5G-enabled branded content shop in the industry. And while we're still a couple of years away from realizing 5G’s full transformative potential, we're already able to apply it to our creative offerings through motion capture, real-time animation, collaborative Extended Reality (XR) experiences, and live-stream.
Our recent collaboration with Procter & Gamble (P&G) is a great example. As part of this year’s Cannes Lions, RYOT worked with the team at P&G to produce two VR projects that highlight the importance of diversity and inclusion within the creative industry. The two projects, which have female directors and diverse teams in front of and behind the camera, are intended to help people change their perspectives and spark different, but productive, conversations about the future of diversity and inclusion.
“Look Again” is an interactive music and dance-driven project that hopes to inspire an important conversation about diversity. Directed by Celine Tricart and shot as a 360 video, the setting and talent on first glance are made up of caucasian people, clothes, and props. Over the course of the song, viewers are asked to blink, an action that swaps people of color into the scene, along with colorful clothes, props, and set features. By the end of the experience, the dance style has moved from robotic to fluid and the visuals display a diversity of colors. Watch the behind-the-scenes video.
“Drip Drop,” directed by Eliza McNitt, reveals the stories of four people who didn’t “see themselves” in the creative industry, and yet took action to great effect. The experience begins in a mysterious void where digitized versions of four people, including Eliza herself, are seemingly floating in water. When viewers stare at one of these figures and blink, the person comes to life. An interview with the cast members then plays, describing the adversity each faced in the creative community, and how they overcame it. Watch the behind-the-scenes video.
Both of these innovative projects feature interactivity through the HTC Vive Pro Eye's soon-to-be-released eye tracking features. The experiential partnership will be open to everyone at Cannes from Monday to Friday, 9:30am - 6:00pm at the P&G Life Lab at La Palais, and also featured at the Verizon Media Beach.
Have a story to tell? Let’s work together to create a compelling experience told through innovative formats. By combining our data and distribution with RYOT’s legacy of innovative and actionable storytelling, we help brands produce content experiences that ensure their story gets heard. Learn how to integrate your stories with premium content, video, and live experiences that audiences look for.
Ready to advertise? Contact us today.