Our second film opens with us foraging on the beaches at Lammefjord and ends with some footage of the fifth meal. We would have liked to get more shots of the dishes themselves but it can get a bit hectic in the kitchen and we kept forgetting. We know for next time.
We really enjoyed working with chef Emil Glaser. He’s a massively talented young cook and we were proud to give him his first opportunity to express himself outside of his day job. He’s been at Noma for a couple of years now and I guess there’s no better place to learn your trade. It will be interesting to see how he develops from here.
Our amazing friend and colleague Hannibal Lang shot, edited and graded the piece and Chris and I directed.
I was browsing through the wonderful Cold Splinters blog this morning idly imagining a life of hunting, shooting and fishing when I was struck by this post about Danner boots. I clicked over to the website and came across the company’s Go the Distance series of films featuring Danner wearers.
I confess to being a sucker for ‘branded content’, though I’m coming to detest that term. Films such as the one above express the brand’s values (and product benefits) in a quietly compelling and intriguing way. The style employed here is almost meditative – the films say that these are not boots for frivolous, status-centric individuals.
It’s an approach that many heritage brands employ to good effect. But it seems to me that any brand making high-quality products in ways that tally with people’s own world view should be out there telling stories about itself. In a perfect world, word of mouth would be enough to get your product the lion’s share of the market. But people are looking for more than product USPs – they (or at least me) are looking for meaning in their purchases.
In advertising terms, this is simply having a ‘positioning’ but there’s something way too arch about that now. People are beginning to understand the differences between a positioning and a purpose.
Carlsberg is currently rolling out an aggressive campaign aimed at doubling profits by 2015. The main plank of their strategy is a new positioning to ‘help the brand unleash its full potential’. Unfortunately, that positioning is a generic, unengaging and arguably derivative pile of toss.
In the UK, where Carlsberg’s long-running ‘Probably the best lager in the world’ advertising was hugely successful and popular, it’s already being noted that Carlsberg’s new work is little more than a poor man’s Carling ad.
As John Hegarty argued in his wonderful Cannes keynote a few weeks ago, brand growth is increasingly tied in to genuine difference. When confronted with a pack of brands, consumers are more than likely going to plump for the lone wolf. With ‘That Calls for a Carlsberg’, Carlsberg succeeds only in safely reinserting itself in the middling rank of beers. No one’s offended, nobody gets hurt. The brand goes nowhere.
Here’s the latest TVC. It’s rubbish:
Compare and contrast with the awesome new K-Swiss’ work featuring the Eastbound & Down character Kenny Powers as the shoe manufacturer’s fictional CEO. Tagline – ‘Shut up and buy them’.
Here’s a couple of the standout pieces of content:
Too profane and too niche for Carlsberg? Probably. But if a mass-market brand can’t risk doing something this brave on a global level, it should just forget about trying to develop global positioning statements that mean nothing to anyone. K-Swiss inserts itself into the cultural conversation. Carlsberg politely excuses itself and fades from view.
Every time I stand at my kitchen sink I get flashbacks to my life in England. Sundays I used to work at a clothing shop. I’d get home around 5pm and switch on the TV and watch Time Team with Tony Robinson. I had a bedsit with cheap muslin curtains from IKEA which diffused the light beautifully. My room had a view over the street and down to the old part of town. Sunday evenings were quiet there. When I think of it now, I always think of it in summer.
A few examples of the exhilirating work of Canadian painter Tom Thomson, who died in mysterious circumstances in 1917, aged just 39. There’s something of Van Gogh in these. I’ve always been fascinated by the idea of Canada. The vastness of unknowable forests, stretching north into the ice.
Woke up to a light drizzle and a need to add something to the day. These are all taken in my neighbourhood – a route I take often to walk the dog. Early morning in Vesterbro is tranquil; the all-night bars are shuttered, the cafes and the corner shops take over. One gentleman takes the opportunity to wash his van.