Cannes Lions

CHAMPION BRAND VIDEO

APCO WORLDWIDE, Washington D.C. / SELF PROMOTION (PROCEEDS TO SHELTER) / 2013

Presentation Image
Case Film
1 of 0 items

Overview

Entries

Credits

Overview

Description

The Champion Brand Video offers an entertaining, thoughtful narrative that walks the viewer through a brief history of brand positioning, and deconstructs what it takes to be a true Champion Brand.

The video is intended as an initial, introductory glimpse at the way APCO thinks about branding and brand communication. The video serves to attract viewer interest and set up a much more in-depth conversation with the client regarding our model, and customized research relevant to their brand.

Execution

If you ‘think different,’ it’s important to look and sound different as well. We developed a script and animated approach to help keep viewers engaged and entertained. We thought a lot about how to represent the brand itself in a way that was flexible, light-hearted, and yet personal and identifiable – a tall order. Because our work is global, we were careful to offer a broad-ranging and inclusive look, sound, and feel. We used upbeat music, a wide range of sound effects, and a bit of irreverence and humor to help shape our approach and overall message.

Outcome

The Champion Brand video and program launch attracted a wide range of media attention and coverage around the world, including an exclusive article and analysis in Ad Age. Both our clients and our peers are looking at the Champion Brand model as the start of a transformation in the kind of conversation we have with clients – and what we hope will be a longer, deeper conversation with our clients about the true nature of their relationship with customers and stakeholders. Our goal is to work collaboratively and creatively to help shape our client’s own brand story and ultimate evolution as a Champion Brand.

Similar Campaigns

12 items

The Perfect Match

LEO BURNETT TORONTO, Toronto

The Perfect Match

2016, LEO BURNETT

(opens in a new tab)