There are times when you watch a video and say to yourself, “Wow, that was a great concept and a well designed brand message.” The Guardian journalism news site has leveraged the changes in their industry from print to online media. While watching this three little pigs video, you can see that they really “get it” on so many different levels. It leaves you feeling like this creative team should be designing Hollywood promotional movie videos.
The ad was recently recognized by Ads of the World with a Gold award. The advertising agency behind this advert is Bartle Bogle Hegarty (BBH Global), London. The information box on YouTube reads, “This advert for The Guardian’s open journalism…imagines how we might cover the story of the three little pigs in print and online. Follow the story from the paper’s front page headline, through a social media discussion and finally to an unexpected conclusion.”
Obviously, I am reviewing this video from a creativity, conceptual, marketing and design branding perspective. There are many people who could judge the political message woven within the story, and of course how media reports it to the masses etc. However, creatively speaking, I love the juxtaposition between the layers of fairytale fiction (costume styling) blurred with everyday real life imagery of military police and courtroom scenes. The story flows amazingly well through all the media channels showing how quickly news spreads virally. Then it goes deeper while we watch and hear other people’s opinions inserted into the conversation showing how each one changes the message little by little. These small changes completely influence the story of the three little pigs as the film progresses to another level they dug into.
This dialogue hints at how difficult journalism can be in today’s world while being very cheeky and serious in tone. The film goes deep into the layers of how these stories spread everywhere once they are reported. There are a few sections where graphic influences have a very ‘Mission Impossible‘ style with futuristic information data imagery. The speed of the film is very fast paced, and it has lots of details to take in quickly. Watch it and leave us a comment if you agree that it deserved a Gold.
Via: [Ads of the World]
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