Brand Film Awards Winners 2020 - Brand documentary (long film)

Lonelyleap wins brand documentary (long film) category with Portrait of an Artist

Agency: Lonelyleap  Client: BP  Credit: Partnership with BBC World News  Film: Portrait of an Artist

To celebrate 30 years of the BP Portrait Award, BP sought a long-form film for broadcast about artists and their 'sitters' from the past three decades.

This film takes a novel look at the stories behind some of the most evocative portrait paintings, with the artists and the 'sitter' talking about their personal experiences that helped influence the work.

The video explores their insecurities around self-doubt, body image, and depression. Viewers learn how the process of portraiture allows both the artist and sitter to go on a journey of discovery.

The film moves from the poignant and retrospective to the hopeful and expectant. The strength of the stories convinced BP to commit to the broadcast on BBC World News, where it aired on two weekend slots - the initial plan was to air just once. Following a campaign, one in four programme viewers tuned in especially for the film, whilst others were able to watch it in full online – either on the BBC site, or on Amazon Prime.

There was 94 per cent positive sentiment amongst BBC viewers, along with a 39 per cent increase in brand affinity. The film was broadcast globally on BBC World News in summer 2019 and is currently live on Amazon Prime. The film has reached a global audience of over 1.5m and is growing.

Judge's comment: "I really enjoyed this film. Very emotional, very engaging, and certainly helped achieve brand affinity for me. I was not aware of this prize or what it represented to so many people, so a job well done."


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