Entertainment > Audiovisual Branded Content
ENDLESS STORIES
ALMAPBBDO, Sao Paulo / GETTY IMAGES / 2018
Awards:
Overview
Credits
Overview
CampaignDescription
To show that Getty Images has an endless collection of possibilities, we created a short film about a famous event that took place on March 8th, 1971, in New York: the Fight of the Century, between Muhammad Ali and Joe Frazier. But beyond that fight, which was Ali’s first defeat, other unbelievable stories took place on that same day and in the same place, emphasizing Getty’s ability to offer up endless possibilities. For example: unable to get a ticket, Frank Sinatra went to the fight as a photographer, and got a cover photo to boot; and the drug lord Frank Lucas, who was an unknown until that night, sat in such a good spot that he wound up attracting the authorities’ attention and was arrested not long thereafter.
Execution
The short film was created entirely with images and videos from Getty Images, with the main focus being the photos from the collection shot on March 8th, 1971 in New York at Madison Square Garden. The narrator of the film guides viewers through the fascinating stories, always emphasizing that they all took place on a single day, March 8th. At the end, it’s revealed that the 8, which was present throughout the narrative, becomes an infinity sign, representing the endless collection of possibilities contained in Getty Images.
Outcome
Since this was a short film, not a commercial, consumers saw the video differently, truly interested in the content. That helped the video to gain more views and shares, both on the brand’s channel and on people’s personal accounts.
Relevancy
The work is relevant for the category because entertainment was the choice for the execution of the project: we created an absorbing short film that sparks viewers’ curiosity and provides them with information, as well as entertaining them.
Strategy
The decision to make a short film was designed to both engage viewers and highlight Getty Images’ collection. Instead of creating a commercial that would state this characteristic of the brand, we opted to invest in interesting, engaging, and intriguing content.
Synopsis
Getty Images is a database of images, video, and audio, with a vast and varied collection that ranges from the creative to the editorial.
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