NEW YORK: The best examples of cinematic storytelling on behalf of brands were on display at the inaugural Brand Film Festival gala screening on Wednesday night.
The festival showcased the marketing industry’s most artistic, creative, and effective branded content films. Finalists were picked by a high-profile jury comprised of top creatives from advertising, PR, digital, production, film, and media.
The brand films designated Best of the Best for 2016 were The Audition by Melco Crown Entertainment; Malak and the Boat by UNICEF; The Longest Night and Breathless Choir, both by Philips; and Intel and The Grammys present The Lady Gaga Experience.
"Brands have become content owners, and the Brand Film Festival celebrates the most creative films in that context," said PRWeek global editorial director Steve Barrett. "Video now sits firmly at the heart of communications and marketing, and agencies and brands are staffing up to reflect this - cinematic storytelling is fundamental to the brand narrative."
The chair of judges for the inaugural Brand Film Festival was P. J. Pereira, chief creative officer at San Francisco-based creative shop Pereira & O’Dell. Jury members included NBC Today host Al Roker; Ashley Callahan, content strategy and PR manager, Chick-fil-A; Quinn Kilbury, senior brand director at Heineken; Lori Beecher, EVP, media and content strategy, Ketchum; Ian Cohen, global executive producer & president, content creation and innovation, Weber Shandwick; and John Dahl, EVP and executive producer, ESPN Films and Original Content.
"Smart advertisers long ago realized their content needed to be a destination rather than a distraction," said Douglas Quenqua, editor-in-chief of Campaign US. "The Brand Film Festival is a fantastic opportunity to appreciate the work the best of our industry has done in making that transition."
Go here for more on the inaugural Brand Film Festival.