Tag Archives: animation

The Academy tweets the perfect tribute to Robin Williams

12 Aug

When I woke up this morning I had a #WhileYouWereSleeping hashtag moment after reading that Oscar-winning actor Robin Williams has died at the age of 63.

As the world’s media look for people who ‘knew him well’ for sofa interviews, finalise their obituaries and monitor celebrity tributes, there’s just one thing I’m interested in today: The Academy.

Eight hours ago it tweeted the words ‘Genie, you’re free‘ to 768,000 followers (and counting), in reference to Williams’ role as the Genie in Disney’s Aladdin – and it’s already been re-tweeted more than 196,000 times and favourited by over 130,000.

Throughout Williams’ 35-year career, he was nominated for four Oscars but was always the bridesmaid and never the bride until he teamed up with Matt Damon and Ben Affleck for Good Will Hunting in 1997 – five years after Aladdin. So, why did it tweet the Genie?

Jumanji, Patch Adams and Hook aside, this was Williams’ iconic role, albeit animated, because he didn’t even have to act. The Genie is Williams – the role was designed for him, not the other way around. And the fact that the film sold well over 25m copies worldwide upon its release is testament to this.

So, now that’s settled, why else was the tweet so successful (apart from being picked up by online superpower Buzzfeed)?

1) Thought leadership

The Oscars are at the top of the food chain when it comes to the movies. The honours are respected, so if The Academy is tweeting to a large audience, everyone takes notice.

2) A picture says a lot of words

The Academy used a striking and emotive image of the Genie with Aladdin. It didn’t feel the need to crop, zoom in or filter. It opted for simplicity and it’s paid off.

3) Straight to the point The simplicity of the image was also reflected in the wording, which captured the essence of Williams without the need for hashtags, weblinks or self-promotion – maintaining The Academy’s classy reputation. So, not only is this the perfect tribute, but also the perfect PR balance.

What do you think of the tribute tweet?

The Academy tweets the perfect tribute to Robin Williams

The Academy tweets the perfect tribute to Robin Williams

Budding directors have 6 secs to impress John Lewis

20 Aug

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John Lewis at Christmas has become a highlight for consumers with its heart-warming adverts – and now the department store’s insurance division is giving its customers the chance to shoot their own using Vine.

Using the six-second video platform, customers are invited to direct their own stop-start motion picture inspired by the brand’s latest offering to promote its ‘What Matters Most‘ campaign.

The animated advert is a little dull compared to what we we know John Lewis is capable of, but it gets the message across with its strap line: ‘If it matters to you, it matters to us.’ But, that’s not the important part. It’s the competition. It’s interesting because the mechanic is simple. Shoot six-seconds of video content, upload onto Twitter incorporating the relevant hashtag and wait to see if you’re a winner. If you’re wondering the prize is £1,000 of vouchers and runners up get one of three Canon cameras.

However, I would’ve liked to have seen adam&eveDDB, the agency behind the concept, bring in some better known judges to create another news story. My mind immediately thinks of Rus Yusupov, Colin Kroll or Dom Hofmann – Vine’s co-founders (Ok, not immediately but you understand my thinking.) Failing that, Nick Park or winners from the British Animation Awards or the British Animation Film Festival. Advertising gurus Simon Lloyd and Ben Tollett could sit on the panel but I don’t think they should run the game entirely because it simply doesn’t ooze credibility. In fact, it undermines it. Perhaps budgets play a part, but quite often people are happy to donate their time for free in exchange for national PR.

Currently there’s no chatter on Twitter about the competition. But, I’ll give the campaign its dues – despite the top two YouTube clips generating just two views to date.

Perhaps the brand would do well to front one version of its animation with details about the competition and, like its criteria, edit its content down to six-seconds to further inspire entrants.

Overall, the social media campaign is almost there. Who knows? Maybe it’ll be reviewed in time for Christmas.

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