Agencies, Film ProductionDecember 14, 2018

Only got 6 seconds for your ad? Then take some tips from Alfred Hitchcock.

Can you even be bothered to read this first sentence?

It has become a bit of a cliché to say we’re bombarded with information and messaging constantly these days.

And as such, this plethora of choice and noise has eroded audiences’ attention span to less than eight seconds – which, if true, gives little space for creatives to play in now.

Nevertheless, given the almost infinite number of ways to amuse themselves online, it’s a fact that today’s audience is much less tolerant of boredom

With this in mind, our work now must work that much harder in a much more confined space of time – hence the rise of the six-second format on YouTube.

In an era of increasingly deficient attention spans, creatives are finding themselves working with ever tightening time-formats – but this shouldn’t be something to be scared of, writes BBH’s Arthur Tsang

Seven Tips to Success on YouTube

The Best Companies on YouTube in 2018

“We all know that YouTube reaches just as many, if not more, people than any of the existing cable networks.

However, what might be surprising is that the volume of videos uploaded per company is increasing tremendously. In total, the companies on our list have, during the past year, generated over 178 million views on YouTube.

You can also see a clear change among the types of companies that are actively using YouTube. When comparing 2014 and 2018, we see that YouTube was previously used largely by the retail industry but is now being used by all industries,” says Peter Söderlind, CEO of Chimney Sweden.

Seven Tips to Success on YouTube

1. Place the message you want to communicate at the beginning of the video. Viewers rarely watch the video until the end.

2. Make sure that the title of the video answers a question or tells the viewers how to solve a problem– this is a key factor in driving traffic from Google.

3. Add a clear link to your company or product. It should be a clickable link in the subject field, not just text in the video.

4. Add the video to a playlist along with other relevant videos, which will lead the viewer to more of your content.

5. Upload material frequently. Do not upload all videos at the same time if you have multiple videos ready. Spread out the publishing over a couple of days or weeks so that the channel appears live and current.

6. Use an eye-catching thumbnail. You want your video to stand out.
7. Think of YouTube as a fast and cost-effective platform to increase your reach, and follow up with optimized videos for Facebook.

YouTube has gone from being a platform where you can experiment with new ideas, to becoming an important part of our communication strategy. YouTube allows greater freedom, more interaction, and a higher engagement.

ChimneyGroup – Puffing from Sweden (and NY)

Film ProductionNovember 27, 2018

Can the Sugar and Drink the Cool Aid…ehmmm, No. Drink Water, Brita preferably.

Sugar Cube Art from the Irish

Harvest Films were retained by Brita to make the vision a reality. After extensive research they were able to locate and commission two world renowned, contemporary sugar sculpture artists Brendan Jamison and Mark Revels, who were excited to be a part of this project. Working closely with Matthias on the dimensions and physical structure of the Sugar City, Matthias was able to design a pre-visualization that would be used to illustrate specific camera movements.

(I’d have thought of LEGO myself as the first pitstop but if you can hire actual sugar cube artists, well cojones to you).

Watch the making of the Ad at Harvest Films

It’s a great 6 minute video explaining the production of the sugar city and the work and detail that went into Brita’s commissioned advertisement.