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This Week in Brand Storytelling

It's 'Food, Not Boobs' in Carl's Jr. and Hardees' Brand Refresh Our tip of the day; invest 3 minutes and 16 seconds in watching this film by 72andSunny. Carl’s and Hardee’s has famously exploited “babes in bikinis eating hamburgers” for over a decade. Remember the Paris Hilton spot that concludes with her signature phrase, “that’s hot?” Now, Carl’s and Hardee’s are letting us know that those days of bikinis and burgers are behind them. This hilarious film introduces two fictional characters: Carl Hardee Sr. and Jr. This film lays the foundation for many stories to come and if they are as funny as this one, burger fans everywhere will be watching. - Burgers, Not Boobs: Carl’s Jr. Brilliantly

Q&A With Sub-Genre's Brian Newman

DamNation - 2014 We met Brian Newman earlier this year in Park City while at our event Brand Storytelling at Sundance Film Festival 2017. Brian is no stranger to the film festival scene, as he has served as CEO of the Tribeca Film Institute and currently sits on the advisory board of the Camden International Film Festival. That, combined with his extensive experience in film and video media, lends itself to the work Brian does at his company Sub-Genre, a consulting firm that works with major brands by utilizing film and new media to implement strategic marketing campaigns. Sub-Genre’s clients include Yeti, Patagonia, and Sonos, to name a few. We got the opportunity to catch up with Brian thi

VR Storytelling; Is it Time for Brands to Dive In?

It’s a question that brands must ask: “When do we start really investing in VR content; is it worth it now or should we wait?” Marketers asked themselves a similar question about mobile for several years. Before that, it was desktop, and before that, it was cable. Today, marketers sit around the VR pool, dangling their feet, waiting to see if any of their peers are bold enough to dive in head first. This pool party plays out for every new medium. VR is no different, except that the water in this pool may be more enticing than the plunge parties of the past (and could prove to be more refreshing). At the Adobe Summit this past week, Kelly Andresen (USA Today’s Senior VP) took the stage to say

Jason Acker - Interviewed at Sundance Film Festival 2017

In November of 2016, Diageo and DRINKiQ released Decisions: A 360 Virtual Reality Experience. The 360-degree and VR video puts the viewer in the passenger seat of a serious car wreck, simulating the terrible consequences of driving under the influence. How did the video Decisions come about? Why did you decide to do it in VR? Diageo prides itself on being a responsible company. We recognize that we have products that are meant for people to enjoy and have a good time, and for the most part [alcohol] is enjoyed socially. We also recognize that there’s a dangerous side to our business – we want people to enjoy our product responsibly. We’re committed to social responsibility, and with the gr

Julia Hamilton Trost - Interviewed at Sundance Film Festival 2017

Julia Trost and Google VR partnered with the Nestlé brand to produce The Extraordinary Honeybee, a VR film experienced through the eyes of a bee and produced in an effort to bring awareness to Colony Collapse Disorder. What does someone like you, pioneering the mobile VR platform Daydream, have to say to brands about implementing VR when they’re still wondering where they’ll see their ROI? Brands need to be willing to experiment a little bit to see what works. I think, as a VR Platform, we will get more data over time that will hopefully help brands feel a little bit more comfortable with experimentation. So, things like heat maps - if a brand creates a VR video and they want to understand h

Has SXSW Lost Its “Sex Appeal” for Marketers?

Something was missing at SXSW this year. Was it you? If you didn’t make the trip to Austin this year, you may not be too disappointed. The advertising trade media was, how should I say it… “underwhelmed” with the goings-on at SXSW 2017. Check out the reviews by ADWEEK and Advertising Age. They also cite the fact that 22% fewer sponsors took part in this year’s creative celebration. Why is that? Is SXSW losing relevance for marketers who have flocked to Austin in the past to be a part of the next new thing, whatever that may be? Remember Meerkat at SXSW 2015? It was far from a dud, but then SXSW has always been a hotbed for marketing inspiration at the intersection of creativity and technol