Brand Film Awards US 2022: Industry Sector Categories

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Brand films continue to grow in popularity and reach, spanning a multitude of industries from automotive to sports to healthcare.


Automotive/Transportation

WINNER: vacation tour

General Motors/Chevrolet and Commonwealth Detroit/McCann

General Motors/Chevrolet movie theme vacation tour is the one that suits the season: love. The four-minute image tells the story of a daughter who, after the death of her mother, decides to have her parents’ car restored as a Christmas present for her grieving father. The story is about a husband’s love for his wife, a daughter’s love for her parents, and a community’s love for that family (as they joyfully set about restoring the classic Chevrolet).

The automotive giant turned to a formidable team of talent to bring this story to life, including three Oscar winners: Tom Hooper (director, The King’s Speech), Claudio Miranda (director of photography, Pi’s life) and Rachel Portman (composer, Emma). vacation tour ran alongside Chevrolet’s other holiday ad and the story of love, loss and renewal served to create another emotional bond between Chevrolet and the brand’s loyal supporters.

HONORABLE MENTION:

Chevrolet and Weber Shandwick

Watch the movie here.


B2B

WINNER: The wolf

HP and anonymous content with The Lab

After the success of the series Mister Robotwith its cybersecurity-focused plot, Christian Slater plays the role of The wolf in this film for HP Wolf Security directed by Mark Romanek. The nearly five-minute film focuses on the new window of opportunity created by the COVID-19 pandemic for cyberattacks. With its protagonist Alice Porter (in the human resources department of a public limited company) working from home, she is vulnerable to attacks that most likely would have been avoided on a corporate network. When her son accepts a suspicious email while using his mother’s laptop, a cascade of events unfolds. At first, Porter’s home network is infiltrated, but then his employer’s entire IT infrastructure follows as well. The film traces the timeline of this security breach with the suspense of true crime drama, while Slater is creepy and charming as he describes his nefarious activity as a wolf.

HONORABLE MENTION:

Corteva Agriscience and Ogilvy

Watch the movie here.


Consumer goods

WINNER: crafting quest

The Balvenie Single Malt Scotch Whiskey and William Grant & Son’s with Quaker City Mercantile

As a musician, producer, filmmaker, journalist, songwriter and more, Questlove has charted his own creative journey, receiving critical acclaim and winning accolades, including an Oscar in 2022 for documentary. soul summer and six Grammys. This made him a natural fit to host The Balvenie Single Malt Scotch Whiskey’s four-part series on creativity. When Questlove sits down with comedian Michael Che, music producer Jimmy Jam, musician Patti Smith and writer Malcolm Gladwell, the conversations take surprising, yet always fascinating, directions. He encourages these cultural figures to share their inspirations and goals, as well as the importance of chaos, community, authenticity, and other factors that contribute to creativity. The campaign succeeded with some of Balvenie’s main objectives, foremost among which was brand awareness. Each episode also explains Balvenie’s dedication to craftsmanship, positioning the brand as the premier luxury single malt whiskey for discerning customers.

HONORABLE MENTION:

Jack Daniel’s Tennessee Fire and IW Group

Watch the movie here.


Healthcare: Branded

WINNER: Epclusa CURE

Epclusa and FCB Health New York

Please see important facts about EPCLUSA (sofosbuvir/velpatasvir), including the important hepatitis B warning in the video.

the Epclusa CURE the film uses engaging animation and direct language to share its message. This four-and-a-half-minute film explains hepatitis C, or “hepatitis C,” in an easy-to-follow way and provides viewers with an action plan, using a memorable pneumonic. The C in CURE stands for “covering the basics,” the U stands for “understanding the symptoms,” and the R stands for the “real conversation” that Epclusa encourages patients to have with their doctor. (The E is for Epclusa itself.) Subtle changes in the color palette and smooth scene transitions help create the feeling that the viewer is taken on a journey that is both educational and visually entertaining. The film is just the centerpiece of a much larger campaign, and its characters are used in social media pilots, web banners and brochures.

HONORABLE MENTION:

SimplePractical

Watch the movie here.


Healthcare: unbranded

WINNER: The park bench

Aflac and Passion Point Collective with Allison+Partners, Lion Forge Animation and The XP Agency

One of the stars of Aflac’s first animated feature is, unsurprisingly, a duck; however, the head of The park bench is Bella, a frightened and confused girl when her father is hospitalized. While he heals, she nurses the duck, who also becomes her friend, to recover from his broken wing. The very day his father returns from the hospital, the duck is ready to leave and fly south for the winter.

Just like Bella’s family, the creators, animators, producers and agencies behind The park bench are African American – extending Aflac’s diversity heritage. The film was directed by Oscar- and Golden Globe-nominated writer Rob Edwards and produced by Academy Award-winning animation company Lion Forge (hair love), the only black-owned animation studio in the United States The winning PR campaign resulted in 28 unique media stories, including features in American weekly, Forbes and Essence.

HONORABLE MENTION:

Collective Neutrogena and Passion Point with FleishmanHillard, Florence, J3

Watch the movie here.


Music/Entertainment

WINNER: Apple TV+ Everyone except Jon Hamm

Apple and TBWAMedia Arts Lab

Jon Hamm first became a household name as confident publicist Don Draper, but in the new Apple TV+ movie, we see another side to the actor. Hamm has a severe case of FOMO as Tom Hanks, Tom Holland, Octavia Spencer, Paul Rudd, and even Snoopy have collaborated to create original content for Apple TV+, and yet he continues to be ignored. The streaming platform wanted to showcase the star power of its original content, as it neither has an extensive catalog to draw on nor licenses to use third-party content. The minute-long film gives viewers the chance to browse Apple TV+ offerings, alongside Hamm. As he grows increasingly exasperated, viewers are subtly reminded that they can browse the platform to find movies and shows from anyone who is anyone in Hollywood — except Hamm.

HONORABLE MENTION:

Pepsi Beverages North America and PepsiCo with The Content Studio at PepsiCo Beverages North America

Watch the movie here.


Nonprofit/Government

WINNER: The tacit program

The Boris Lawrence Henson and Edelman Foundation

Journalists, lawmakers and education advocates have spent much of the past year debating how school curricula should tackle racism in America, past and present, but students are rarely included in discussion, especially black students. In The tacit program, directed by Abraham Felix for the Boris Lawrence Henson Foundation, black students in New Orleans recite a spoken word poem answering the question “What did they learn in school that day?” Going beyond the material covered in the lectures, the poem describes the current realities of racism and how similar behaviors and accomplishments are viewed differently depending on a student’s skin color. It’s a powerful message that ends with a CTA encouraging viewers to join the effort to address the unspoken agenda and improve the school experience for Black students.

HONORABLE MENTION:

Ad Council and Deutsch LA

Watch the movie here.


Sports

WINNER: Learn to drown

The North Face and Felt Soul Media

Learn to drown a 40-minute documentary, takes North Face’s slogan – Never Stop Exploring – in a surprising direction. In the film, director Ben Knight follows professional snowboarder Jess Kimura as she recovers from the death of her partner, Mark Dickson. Kimura’s fearless determination and attitude are famous, but in this film she also bares her soul as she reflects on some of her darkest days. Her grief leads to reckless choices, but she eventually finds a way out by facing her fear of drowning, a feat accomplished in part through her close friendship with Mark’s mother. Learn to drown is a powerful story of loss of treatment. As Kimura notes at the end of the film, even when the clouds are above her head, she has now realized that she will one day see blue skies again.

HONORABLE MENTION:

Catch Co.

Watch the movie here.


Technology

WINNER: Rhythm forward

Google and Google BrandStudio

From childhood, Jason Barnes was passionate about music and, in particular, the drums. Then, in 2012, it emerged his dreams had been derailed forever after an electrical accident led to the loss of his lower right arm. Barnes tirelessly researched prosthetics with the sensitivity to allow him to drum at the same level as before the accident, even going so far as to attempt to build his own. None worked.

When he thought all might be lost, a team from Georgia State and Google engineers began creating a prosthetic arm using TensorFlow and Google AI so Barnes could play again. Rhythm forward captures the determination not only of Barnes, but also of the teams at Google and Georgia State. The end product will advance prosthetic technology in ways that will improve the lives of millions, not just Barnes.

HONORABLE MENTION:

Google and Google BrandStudio

Watch the movie here.


travel/leisure

WINNER: “Trapped” Halloween Horror Nights

Universal Orlando Resort and Popcorn Creative Group at Universal Orlando Resort

When a campaign’s target audience is horror movie and haunted house fans, it has to work hard to scare them away. “Trapped” Halloween Horror Nights pulls it off with two and a half minutes of chilling scenes inspired by classic horror movies, all set in a dark prison presided over by the evil Jack the Clown. How Jack’s victims ended up in their cells is revealed during the video – they made the fatal mistake of going to Universal Orlando Resort’s Halloween Horror Nights alone. The video served its purpose of getting fans excited for the 2021 event – the 30th anniversary of Halloween Horror Nights – and also provided insight into various Universal IPs that would be represented in the event’s haunted houses, such that the Chainsaw Massacre and The Haunting of Hill House.

HONORABLE MENTION:

Jack Daniel’s Tennessee Fire and IW Group

Watch the movie here.