Businesses and brands are always looking for a great new way to capture an audience’s attention. Whether it’s through innovative uses of new technology, eye catching in store promotions, experiential campaigns or personalised social media campaigns which can reach a very specific segment of that audience.
Of all these mediums video is and for the foreseeable future will be the market leading delivery mechanism for connecting an audience to a business or brand, why? Because with its visual and immediate nature it can capture an audience’s attention in a way that no other medium can. Because it can be tailored, personalised and because it’s scalable to suit any need.
Like you, here at Creativa we are also always searching for bold new ways to capturing the attention of audiences for our clients. A great, simple yet bold idea we’ve seen online lately is this execution for Khortytsya Ice Vodka produced by aimbulance a digital agency from Kyiv.
Their client brought them the challenge of demonstrating some ingenious methods for cooling their new bottle as this would show how the bottle changes its colour when cooled to +5 °C (41F).
To meet this brief the geniuses at aimbulance created a Rube Goldberg style device to perform a series of “freezing tasks” and before you ask what a Rube Goldberg device is… Don’t worry I had to Wikipedia that one as well! The definition is here:
A Rube Goldberg machine is a contraption, invention, device or apparatus that is deliberately over-engineered or overdone to perform a very simple task in a very complicated fashion, usually including a chain reaction. The expression is named after American cartoonist and inventor Rube Goldberg (1883–1970).
Anyway I digress… These tasks including things like: chilling the bottle with a fire extinguisher, throwing it in ice water, and finally launching the bottle into the stratosphere!
But what’s really impressive about all this is the idea is essentially executed in one continuous shot!
To take one continuous good shot the production team spent two days of filming at over 72 takes to get it right!
Take a look at the video here:
While the Khortytsya Ice Vodka is quite a complex production example (simply because of the logistics of the Rube Goldberg Device. The shot is actually incredibly straight forward!) the one thing it clearly demonstrates is that the visual simplicity of an idea in one shot is sometimes far more powerful and can capture an audience’s attention through its boldness in ways that over complicated narratives with multiple shots often cannot.
So if there is a lesson here, I guess it’s that sometimes the simplest visual idea is often the best and that the ingenuity and inventiveness that comes out of practically showing something to an audience can sometimes be far more breathtaking than illustrating it for them!