Producer: Edwina Storie | Camera: Luke Dobrovnik | Editor: Vaughan Smith
Branded content continues to break new ground, especially considering the international success of McCann’s ‘Dumb Ways to Die’ campaign, and given the fact that it’s only had a dedicated category at Cannes for a couple of years.
But is every company right for branded content?
This week The Brief catches up with with VICE, which has created successful international branded content campaigns for the likes of Schweppes, Levi’s and Absolut. We speak to VICE Australia’s business development director Alex Light about the most important elements of the marketing technique, and where it’s heading in the future.
In an exclusive for today’s Brief, Harvey Norman’s digital marketing director Daniel Hosford explains how Print Pix was developed and what it means for the company’s future.
This week the Brief travels to Melbourne to catch up with DT’s creative technologist Tim Devine, ahead of his appearance at MAD Week. Watch the video below for a sneak peek into Devine’s lab, find out what he’s working on, and his take on the role of creative technologists.
This week on The Brief we have an interview with John Earl, founder of label Johnny Cupcakes, thanks to The Works. Earl was recently in Sydney for the seminar Movers & Bakers hosted by the independent advertising agency.
Johnny Cupcakes has used experiential marketing to grow the brand into an international success by hosting pop-up stores and public pranks to get people talking. This, along with the novelty design of his shops, single print runs and limited-edition t-shirt lines has seen a dedicated community of customers grow around the expanding clothing line.
Watch the video to hear Earl’s perspective on why experiential marketing is becoming even more important with the rise of online retail, and how to create a following around your label.