The Session is Hub’s ever-evolving Youtube series which launched early this year in the summer. Feeling inundated with online clutter, we wanted to create a space where Branded Content makers and commissioners can congregate, to not only discover recent campaigns from industry titans but also where viewers can get to know the creatives behind these campaigns – their approach, thinking and process.
The Session, still in its infancy, has already managed to open its doors to some creative and tenacious names, including; Lazar Dzamic, Justin Kirby, Andrew Grill, Nicole Yershon and most recently, Alexandra Waring. Riveted by the compelling careers we’ve encountered so far, we’re continuing to source guests that share the same passion and enthusiasm for their craft, as we do at Hub.
Last week, we introduced a new section to The Session’s format. A content review, presenting recently released campaigns that are performing well alongside those that have missed the mark, for our guests to discuss. Without further ado, here is content selected for The Session’s interview with Alexandra Waring:
iZettle – For The Selfmade
iZettle’s For The Selfmade, is an incredibly colourful, luscious and high budget piece of content that ultimately, raises an important question; can powerful advertising really change the way that we behave? iZettle depicts a tech-driven Blade-Runner-esque view of the future, where each frame bursts with colour and robot’s appear to live side-by-side with humans. The campaign highlights the importance of independent companies and their resilience to stand against the big corporations. But does advertising like iZettle’s have the power to change the way consumers behave?
Google India – The Lost Box
Google has always been incredibly inventive when it comes to the storytelling in their campaigns. The Lost Box is another example of this, telling the story of India’s independence, through the eyes of a photojournalist, a relative, and a box of photographs – Google illustrates the importance of photos, and the gravity they provide when piecing together historic moments. Although the technical services that Google provide were non-existent during the time of India’s independence, it alludes to the importance of documenting our past.
Make Meal Times Special with Coca-Cola
It’s understandable that when huge brands like Coca-Cola are perpetually releasing content left, right and centre – not all of those pieces of content are going to provide the same tingling sensation as Coca Cola’s famous Christmas lorries. This is a prime example of content that might be described as more filler than thriller. Whilst the advert is upbeat, familial and well-meaning – it feels very cheesy and ultimately forgettable. Surely Coca-Cola could approach their ‘bringing people together’ campaign with more authenticity?
iPhone X – Memory
Apple’s piece for the iPhone X’s face recognition software is equal parts entertaining and engaging. Whilst Apple’s content has always been fun and simplistic, we enjoy that they’re playing with humour to depict the mindset of their consumers. A simple concept; we have all forgotten a password for something, but, as always, an even simpler solution from Apple, face recognition technology that means you never have to remember a password again.
Green Peace – Rang-Tan
Green Peace’s campaign to raise awareness about the farming of Palm Oil uses emotion to grab your attention and hit you in the gut. Through Emma Thompson’s disarmingly charming voiceover and the storybook animation style, Greenpeace aims to educate younger, social-sharing-ready generations about the devastating effects farming have on our wildlife and on our environment.
To hear Alexandra Waring and Renee discuss some of the content above, in addition to campaign’s Ally has worked on, click the link below.