You wouldn't think Australian film Love is Now is a branded content play, but you can see the product being advertised in every single frame.
The new Australian film is essentially a branded content piece brought to life by IPG Mediabrands branded content unit Ensemble, but it wasn't created as a branded content piece.
About two years ago, a script landed on the desk of Ensemble's CEO, Justin Ricketts.
“We saw this film script where the film is a love story between two photographers, so that was the start point,” Ricketts told AdNews.
Having a script about two photographers naturally lended itself to the integration opportunity for a company such as Nikon.
If there's going to be cameras in the film, why not make them Nikon cameras?
“We saw there was an obvious point for the brand to be integrated into the movie, but then we started getting in touch with Nikon and we saw the opportunity to take that deeper,” Ricketts said.
That deeper opportunity was using the consumer-available Nikon D810 DSLR camera to shoot the movie.
“One of itsr core audiences is amateur but up and coming and passionate film makers or photographers ... and [it aims] to connect with that audience,” Ricketts said.
So Nikon and film production studio Eponine Films, founded by filmmakers Behren Schulz and Jim Lounsbury, got to work shooting the script using the camera.
The movie took 23 weeks from pre-production, and it is set to be screened this week in 23 cinemas nation-wide as part of Nikon's partnership with cinema chain Hoyts.
The film also has an international distribution rights deal with Universal Pictures, and it would have never existed if not for Nikon underwriting “a fair share” of the production.
“I think it's a really interesting way for brands to partner with the industry to get more quality Australian movies out there,” Ricketts said. “There aren't very many quality movies being produced in this market and one of the barriers is funding.”
“Nikon was the massive enabler of the film.”
Not that Ensemble is about to pile into the film production brokering game.
According to Ricketts, Love Is Now was a unique opportunity because the integration opportunities were already in the script without having to be altered.
“We saw the opportunities within the film occurring quite naturally, and the best branded content is that which doesn't require the script to change,” Ricketts said.
“There's no overt product placement and the product is softly integrated and the opportunity is to advertise around the movie.”
To that end, while Nikon is working with Hoyts, it is also in talks with retailing giant JB Hi-Fi around in-store activations.
“We can't say too much about it at this stage, but it's remarkable to think back on what began as a script two-odd years ago is now a feature film and a quality one at that.”
For more stories:
MEC content head produces US show
Ensemble and MLA sink teeth into meaty new opportunity
Ensemble extends into full service
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at jamesmcgrath@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day. Need a job? Visit adnewsjobs.com.au.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.