So how do you make a crowd-pleaser video that gets real results? Rae Ann Fera joined FastCo.Create to produce a list of tips from veterans of the Cannes Lions Festival of Creativity.
Here are five tips that are right on the money:
Keep it short. Chris Baylis, ECD Tribal DDB Amsterdam, uses the elevator-pitch model: "No more than 30 seconds of film, where you have to present your case clearly and succinctly." According to Baylis, that's all the time needed for your viewer to decide whether you're a fit or not.
Let the work shine through. A case study is "a creative production," so "get the idea across quickly, be attractive, original, clear, and don't be boring," says founder/ECD Rémi Babinet of BETC.
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