Paul Yole Cannes Diary: Day Four

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PAUL YOLE_ CANNES.jpgThe Brand Agency’s Paul Yole has written for the Campaign Brief Cannes blog for the last seven years. He’s at it again this year.

The MOFILM session is near the top of my list every year. Yesterday MOFILM’s David Alberts talked to Wikipedia founder Jimmy Wales and Chevrolet’s Paul Edwards.

 

MOFILM is a global crowdsourcing company that connects some of the world’s biggest brands with its community of 50,000 filmmakers in more than 140 countries around the world.

Their competitions give opportunities to established as well as emerging film makers around the world. Many of the world’s biggest brands use MOFILM to provide them with breakthrough content that can be used online, or to create memorable advertising campaigns that can be broadcast during occasions such as the Super Bowl.

 

Paul Edwards gave some insight as to what Chevrolet gets out of MOFILM. “We don’t own our brand, the world owns it. Putting briefs on MOFILM gives us more understanding of it.”

 

The Chevrolet 2012 Superbowl spot was a prime example of what MOFILM can do both for a brand and a film maker. It was created by a 24 year old film student and went on to become one of the top rated spots that year.

 

Given that the Superbowl is very expensive media real estate it goes to show how the shape of our industry is changing. Indeed, MOFILM suggests that maybe the model is becoming less about agencies producing work from end to end, and more about being agents of the global creative community.

 

The democratisation of creativity, as it were.

 

The fact that we live in an always-on world has led to what David Alberts describes as “an insatiable appetite for authentic content.” That in turn means that curation of the masses of content being created has become just as important as the creation itself.

 

MOFILM’s structure allows it to think global but execute locally and that has led to the creation of a vast body of work where the same brief can be applied with great relevance to each local market.

 

One of the latest MOFILM projects is for Cornetto UK in partnership with RSA Films. It’s called Cupidity and it consists of four 10 minute films, all to the same brief. Watch the trailer. One of these love stories was written by a 17 year old and a massive 43% of people who clicked on this film watched it right through to the end.

 

Chevrolet announced at Cannes that next year’s contest will give film makers the opportunity to have their worked shown on the world’s biggest stage – the Academy Awards. The brief is “Life happens between A and B.”

 

It should be worth watching.