Client: Google Publishers
Video | B2B
A beautifully shot film profiling a pioneer in TV
Summary
As part of our ongoing relationship with Google’s advertiser and publisher marketing, we profiled Rakuten, a leader in free, ad-supported TV (or FAST), showing how Google’s ad products support them.
Objectives
Hero Rakuten TV and Advertising, positioning them as leaders in their fields, and pioneers in the rapid growth of FAST in Europe. With the primary audience being peers in their respective industries, it was important to show the speakers in the film as thought-leaders, and make viewers of the film want to aspire to be like them - which Google’s products can help with.
Strategy
Rakuten with Google brings together the best of both worlds for advertisers - a premium, lean-back, high engagement environment - that can be bought through digital methods and a programmatic access point. Our approach speaks to the unique qualities of this in a film that itself feels premium and lean-back, reminding audiences what is so special about TV.
What we did
Creatively, we evoked the craft of television. The film’s three speakers were placed in a living room set-up at a beautiful shoot location, carefully lit and filmed on four cameras, which cut away from the set up to show the artifice of the shoot: the lights, the crew, the props coming in and out. All of this in turn was cut with clips from Rakuten’s own Originals content, sustaining a visually rich, almost indulgent feel through the video as the speakers discuss key messaging around FAST and the Google integration that enables programmatic access to the format.
