Tuesday, 30 June 2015

1. Dove Men+Care shares your first fatherhood moments this Father’s Day - Scores 9
2. Finlandia Vodka: 1000 YEARS of less ordinary wisdom - Scores 8.6
3. President Sneaker: Sneakers und Katzen - Scores 8.4
4. Building a Proud Community with Google My Business - Scores 8.2
5. Harlequin: Escape with a Harlequin Romance Military Hero - Scores 8

Each month Be On rates the top 5 global videos. Be On’s ranking is based on an internally developed scorecard, where the videos are evaluated based on six general criteria (Instant Attractions, Audience Retention, Storytelling, Shareability, Production, Overall campaign) measuring the campaign’s online success. The rating is from 1-10, where 1 is the lowest.

1) Dove: Men+Care shares your first fatherhood moments this Father’s Day
Rating: 9

Global beauty brand, Dove, celebrates Dads in their latest Fathers’ Day campaign. In the video, they explore the idea that real strength is demonstrated through showing your emotions, as they give viewers a glimpse into the precious moment they realise they are about to become fathers for the first time. Confronted with a positive pregnancy test, the video is made up of precious moments posted by pregnant women as they surprise their partners with gifts and cards, revealing one of life’s many miracles. This gives the video an extremely authentic feel, a crucial contributing factor of the video’s 16.5 million views. As part of the campaign, viewers also have the opportunity to share advice and their own beautiful moments with the hashtag #RealStrength. Those familiar with Dove may remember last year’s campaign #RealDadMoments, a true trailblazer of a campaign, challenging gender stereotypes. Stay tuned for next year’s instalment, as we anticipate another emotional video celebrating fathers in an authentic and original way.

2) Finlandia Vodka: 1000 YEARS of less ordinary wisdom Scores
Rating: 8.6

Featuring the world’s third-strongest man, who also happens to play ‘The Mountain’ in Game Of Thrones, vodka brand Finlandia, have taken a daring approach to their latest campaign. The cast have a combined aged of 1,000, and all share one thing in common: the desire to push themselves to the limit. Entitled ‘Wisdom’, this high energy viral is all about leading a life ‘less ordinary’ and associates Finlandia with a strong thirst for life; one that only adrenaline or vodka can quench. Created by ad agency Wieden & Kennedy London, ‘Wisdom’ packs a punch. The combination of a thumping soundtrack and inspiring quotes from a wide variety of sources, advising people to ‘Be nobody’s bitch’, the campaign features a Drag Wrestler and Kinetic Sculptor, taking a diverse approach. Beautiful images of a man swimming across a stormy ocean and individuals pushing their bodies to the limit, this two and a half minute viral is well worth a watch.

3) Deichmann: Sneakers und Katzen

Oliver Korittke, is a 47-year-old German actor and shoe enthusiast. In this video, he sets out to explode the internet going by the name President of Sneakers. Joining forces with sneaker retail chain, Deichmann, the campaign combines all the right elements for virality. Roping audiences in with cute cats in abundance, bright lights and a 90’s soundtrack, what is left is a love story like no other. Aptly titled “Sneakers und Katzen” this two-minute video showcases the cutest kittens on the block, alongside some of the coolest kicks on the market. Even a baby hedgehog makes an appearance. Deichmann certainly know how to capitalise on cat enthusiasts, begging the question - how could one not love the sneakers these little animals seem to adore? ‘Sneakers und Katzen’ creates a strange, fascinating alternate universe, which manages to stand out from a sea of video ads out there, along a similar theme. As one youtuber comments “Das ist sooooooo sxhöööönnn!!!!“. Not one easily forgotten.

4) Building a Proud Community with Google My Business Scores
Rating: 8.2

Another brand helping push the boundaries of storytelling this month is Google. Their latest campaign tells the story of Hailee, the owner of City Gym in Kansas City, helping people achieve the body they desire in a comfortable environment. Believing her gym “should be more than a place to workout. It should be a place to belong”, Halilee has created a space where any group can feel comfortable. The gym opens their doors to transgender clients, striving to achieve the body of their dreams. What’s so special about this campaign is the way that the audience is taken by surprise. The video begins with a young boy recounting fond fishing memories with a passed uncle. It soon becomes clear that the real story lies behind this person’s heart-warming journey to become a woman; a transformation facilitated by Hailees progressive and secure gym. Google document the woman’s journey through a series of clips, documenting the changing tone of her voice and physical appearance. In this video, Google demonstrates that a successful Business comes from truly inspiring individuals, associating the brand with innovation, originality and diversity. Creative agency, Venables Bell & Partners, depict the transition beautifully, using soft background music and strong visuals, racking up over 900K views since the video’s launch.

5) Harlequin: Escape with a Harlequin Romance Military Hero
Rating: 8

When traditional print media embrace the possibilities of online video, fantastically unexpected things can happen. Harlequin, the juggernaut of printed romance literature, have taken to storytelling and the result is saucy, to say the least. This series of films cleverly showcase the magical way a good book can overcome its reader, making their imagination run wild. Harlequin display these scenarios as obviously on film as they do the on the pages of a Harlequin novel, giving the viewer hot and heavy moments with just the right amount of cheekiness. The campaign, “Escape the Everyday”, seeks to rekindle passion for its products among the average female reader and is designed to communicate that there’s something for everyone, from cowboys to soldiers, in Harlequin’s wide range of books. Running just 30 seconds, the videos are a great teaser into both the content and universe of Harlequin. This has all the ingredients to attract new audiences around the world seeking a thrill.