There’s a reason why 66% of current internet traffic is made up of video content, and it’s not solely because there are so many talented cats playing musical instruments out there.
Consumption of video content in the last few years has sky rocketed because the quality of video has climbed so rapidly that videos are now traded and featured as a form of social media currency.
We’ve spent 365 days monitoring, comparing and ranking the best of the best, and then we challenged our Moving Image Designer, Will, to whittle it down to the top five.
NZ Transport Agency – Mistakes
This piece pulls no punches in getting across an important message. In humanising the mistakes people can make on the road it becomes more than simply preaching the same old thing that many have become desensitised to. It wasn’t exactly the cheeriest start to the year, but it was incredibly impactful.
Sony Playstation – Perfect Day
So Sony might not be going through their best PR period at the moment following the Jolie hack, but it’s hard to deny they haven’t done almost everything right in the video gaming sector this year.
The astounding success of the PlayStation 4 launch has been backed up by the continuing ‘Greatness Awaits’ campaign including this brilliant advert. Juxtaposing the typical imagery of competition and combat in gaming with Lou Reed’s ‘Perfect Day’ to showcase friendship and shared experiences, it’s hard not to smile and sing along to this genius clip.
Arby’s – Pepsi
Apparently, American fast food chain Arby’s has an agreement with Pepsi to feature their product in at least two television adverts each year. Unfortunately, in the midst of a relaunching around a new “We have the meats” tagline, their second advert was forgotten.
As any Millennial will tell you, two things work out great on the internet – honesty and humour. Was it an actual oversight or planned publicity? Who knows, but it racked up over 1.2 million views in just two days.
Honda Civic Type R – Night / Day
Beautifully shot and incredibly planned, this advertisement caused quite a stir when it appeared online in October. Holding the ‘R’ key while watching the video switches the viewer between a story of a school run in a Honda Civic, and an art heist getaway sequence in a Honda Civic Type R.
Innovation and digital storytelling found each other and fell in love here. This fantastic combination of interactive solutions and video content should definitely not have flown under your radar.
Volvo Trucks – Live Test Series
“Do you know what’s just so cool and exciting? Volvo Trucks,” said Will’s aging uncle, as he sat sipping Bovril in a beige jumper and corduroy trousers.
Well in 2014, unlike any other year, he was right. As part of a series of web videos of ‘Live Tests’, Will actually ended up thinking Volvo Trucks were pretty cool and exciting. Steering a truck through a quarry with a hamster and running with the bulls in Spain just beggars belief. They even managed to convince John Claude Van Damme to do the splits between two moving trucks. It just goes to show that thinking outside the box of how to show your strengths can go a long way towards engaging new audiences.
With content like this, 2015 is sure to be an even bigger year for video to push boundaries and reach new heights. Entertaining people and delivering key messages is a huge a win for both brands and their consumers, and it’s a connection we’ll be inspiring even more of in the new year to come.