The Lift
BIANCO
Issue 52 | September 2019
Agency
&Co. / NoA
Creative Team
Creative Director: Thomas Hoffman Art Directors: Lea Flodgaard, Katrine Winblad Copywriter: Mathias Trads
Production Team
Producer: Anne-Mette Lund Production Company: Newland Director: Daniel Kragh-Jacobsen
Other Credits
Account Directors: Sarita Montenegro, Christian Groesen Social Media Planner: Rasmus Philip
Date
March 2019
Background
Bianco is a Danish shoe brand with stores all over Scandinavia and Germany. It has a history of interesting and provocative ads in social media. Research had found that many people are held back in life by over- thinking situations. This provided the insight for a five-minute film.
Idea
‘The Lift’ is the story of two people who fall in love with each other without ever knowing. Subtitles reveal their inner thoughts as they come up with ideas to break the ice. But they never do. Over-thinking prevents them from acting on their desires.
The girl finally leaves her job without either of them having said a single word to each other. ‘Step out of your head’ is Bianco’s advice.
Results
The film was allocated a media budget for only Denmark and Norway but has earned 16.9 million views on YouTube and Facebook, collecting 430,000 comments. Almost 50% of all views on YouTube were to the very end of the film.
Our Thoughts
Hollywood mogul Jeffrey Katzenberg raised $1 billion to launch his new company Quibi (which stands for quick bites) in October 2018. The idea is a streaming service of short-form films no longer than 10-minutes delivered to your mobile phone. Here’s a brand that understands the appetite for this form of entertainment.
It seems counter-intuitive that while Google are promoting 6-second bumper ads, the most successful ads on YouTube are much, much longer. The lesson here is that people will watch a five-minute ad if the story is well-told. And it is.