Just submitted a few pieces of our woe from this past year to the 34th Annual Telly Awards. We won 2 last year, so we’re back for more this year!
First:
Internet/Online Commercial – Not-for-profit
United Way of Greater L.A. – Workplace Hero
It was an incredible team effort and this campaign has really resonated with audiences. Including the Mayor of Los Angeles, Antonio Villaraigosa (below)
Next up:
Internet/Online Video – Documentary
Frank – ArcLight Cinemas
This short began the Behind The Curtain Series and has really resonated with viewers.
Judging begins next week and as soon as we here, you can bet we’ll be posting it. In the meantime – Why aren’t we creating your next big campaign or art piece to build your brand? Let’s get started: email me @ dan@portnoymediagroup.com
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Portnoy Media Group uses the influence of social networks to expand your organization's voice and tell your story. We connect people with your mission and enable your brand to be shared, discovered, and connected. Work with us as we empower your organization to dramatically extend your online presence and increase donations.
Are you creating media that elicits an emotional response? Something that is bigger than a product or a mission, something that will resonate or show truth?
Dove did an excellent job here.
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From the TED blog:
Activist and fundraiser Dan Pallotta calls out the double standard that drives our broken relationship to charities. Too many nonprofits, he says, are rewarded for how little they spend — not for what they get done. Instead of equating frugality with morality, he asks us to start rewarding charities for their big goals and big accomplishments (even if that comes with big expenses). In this bold talk, he says: Let’s change the way we think about changing the world.
Everything the donating public has been taught about giving is dysfunctional, says AIDS Ride founder Dan Pallotta. He aims to transform the way society thinks about charity and giving and change.
Why is the double standard so great?
Why is it ok for Amazon to be strategic but not the local homeless shelter or water charity?
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Making the rounds this morning of the web, I’ve come across 2 videos of importance. One is profound and the other much less but that doesn’t mean that it isn’t entertaining.
The first, the more meaningful to life. The difference maker of today. The video that is well executed, incredible content matched with multiple styles of great visual content and animation is To This Day Project. This short by Shane Koyczan highlights his work and part of his life journey. It resonates because it’s true and it shows passion.
The second is much less profound but it has a built in audience. The internet loves cats and they also love ninjas. So have them square off in a seemingly epic battle with some quick shots and great effects and you’ve got yourself a hit. The guys at Corridor Digital made this and check out their other great shorts (I’m a little partial to After DayZ)
So what do both videos have in common and how can they help you?
They focused on making sure their message was received by their targeted audience.
Give your audience what they want but not they way they want it. On one hand, the internet wants cats. And on the other, the internet wants ninjas. Put them together and you’ve got magic. To This Day showed a truth that we can all relate to – the underdog.
They had great shot composition.
One video was 8 minutes long and still I didn’t mind because it never droned. I wanted to know what happened to our narrator. The other shows miniature ninjas and requires the question, “How did they that?”.
Action steps
- Make sure your next campaign has a direct audience.
- Make the center of the campaign a truth that your audience can relate to.
- Execute your story with excellence.
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January was the best month of sales for The Non-Profit Narrative and all I can say is Thank You!
I’ve so appreciated the articles and recommendations from organizations and individuals talking about the book and helping non-profits tell better stories.
There’s a lot to sample – so check it out.
Read Chapter 1 by clicking here.
Or grab the audio version
(You can download these tracks for FREE!)
Grab the book on Amazon, iTunes, or Audible.
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Launched today is a story about Oxfam America’s latest campaign and I’m quoted in the story. A few weeks ago, I talked with Lindsay Hebert about the campaign. In the article I say some pretty strong things about Oxfam.
“I don’t know that this is making people ask questions. They’re telling me a fact, they’re not telling me part of a fact that makes me want to know more. I want to give you enough information that you’re asking questions, that you’re going to get a lean in.”
While I think it’s important to create great creative campaigns I think it’s also important not to throw stones at a bunch of people trying to help solve a world problem – that doesn’t help anything or anyone.
Truth is, I’m quoted correctly but I’d like to clarify or add to the story.
Oxfam’s latest campaign is built on a great premise – Our previous international views need to be edited and here are some examples of progress.
Educating your audience is a complex job. Turning a ship for a new heading or adjusting your course is also a tough, especially when that ship has raised millions and million for international relief.
In my interview, I questioned the use of billboards and how effective they would be to connect with donors and interested parties for the crucial “What’s next?” How would a few statements engage? My hope is that there would be some multi media or a short film. This short could do more in 60 seconds than 100 billboards.
The article really drives home the point of story as the basis for connection. It’s crucial for Non-profits, especially international nonprofits and NGO’s to tap into the common humanity that we share on both sides of the donation. Nonprofits have the best stories to tell and billboards don’t cut it alone. My suggestion would be to use billboards, bus panels and large posters as the first of many steps in a campaign. All of these pieces encouraging people to connect with them online, watch a short film, follow on Twitter, etc.
If you’re in DC, check out the billboards or visit the Oxfam America website and let me know what you think.
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This is a big week.
It’s the pause before the plunge. This Sunday is Superbowl 47 and it really sets up a whole year of advertising and media.
Starting tomorrow the commercials will be leaked. The goal being a good laugh and for people to stop the party this weekend with the encouragement, “I saw this already, it’s hilarious, you’ve gotta see it!”
I think Volkswagen got started even earlier and so did M&M’s
So what’s going to make a great commercial?
A simple truth that’s relatable taken to the farthest degree.
For the VW ad, it’s that cubicle life/regular work world is terrible.
For M&M’s, it’s that some people can’t control themselves around chocolate.
Both solutions will keep their brand top of mind and that is the essence of connective storytelling.
Also on the docket for Sunday’s game are movie trailers.
I know we’ll be seeing the first trailer in the Fast in the Furious series, “Fast 6″. Plus I fully expect to see the first trailer from:
- The Wolverine
- Thor: The Dark World
- Hangover 3
- Despicable Me 2
We should also see installments from:
- Iron Man 3
- Oblivion
- GI Joe: Retaliation
- A Good Day to Die Hard
- Star Trek Into Darkness
- Man of Steel (It doesn’t get more America than the Superbowl)
On Sunday which is it, the game or the commercials?
What commercials are you looking forward to?
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It occurred to me that we hadn’t posted any of the sweet audio goodness from Novembers release of The Non-Profit Narrative in audio format.
So here’s the Overview, and the Intro.
Remember, if you want to find out who gets it in the end.. (Was it Colonel Mustard with the rope in the drawing room?) You’ll have to pick it up on Amazon, iTunes, or Audible.
Enjoy! (You can download these tracks for FREE!)
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It’s possible you missed it. It might’ve slipped right under your nose. In between the trouncing of Notre Dame at the hands of Alabama last night- an incredible ad launched.
The ad was for Monsters University – the upcoming prequel to Monsters Inc.
It’s a great melding of buzzworthy content and seamless hat tips and winks to the audience. It’s brilliant!
I had been tricked, hoodwinked even bamboozled! But I wasn’t mad, instead I loved it all the more.
Notice the dynamic, positive message wrapped in fun!
Remember, one of the crucial rules in storytelling is to: Give your audience what they want but not the way they want it.
What are some ways your next campaign can mimic current lines of communication and then reveal a fun surprise?
PS. Check out the photo realistic preview of The Blue Umbrella – The short that open’s in front of Monsters University
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It’s December and I’d like to take a moment and recap all that happened this year
2012 started with a bang! We launched The Non-Profit Narrative. On location with Jones Coffee and complete with a photo booth. And thanks to so many of you, the book has been a real success. Thank you for buying it, talking about it and for your reviews!
This year we continued our work with The United Way of Greater Los Angeles. Last year we worked together to revamp their digital communications and launched a complete rebrand of their website in just 9 days. It wasn’t a lot of sleep but it was a whole lot of good.
First up, we launched a new site for their Home for Good initiative.
This group of business leaders, state officials, faith communities and non-profit partners are moving people off the street and into permanent supportive housing.
We helped to create a video about their first year results and helped recap their conference.
Over the summer it was all about community heroes.
Together, the team from United Way, Double Vision Inc and Portnoy Media Group all worked together to build a profile for a campaign that was dynamic, engaging and a whole lot of fun.
This was a great integration of print and digital, of traditional and new media to create this campaign.
It was incredible to see top executives from LA’s largest corporations getting involved with the campaign and making it their own.
This year we also got to work with Nnamdi Asomugha and created a PSA about the work that he cares about with the children of LA.
We also provided media and the stage production at this years Homewalk. Over 10,000 angelinos raising money for the homeless it was great! With attendees like Mark Valley from Body of Proof and Jon Huertes from Castle – Homewalk was a star studded community event!
We coordinated cameras, created the production visuals and covered the event. Homewalk is a great event that helps a lot of people but it doesn’t hurt when Kobe Bryant is the honorary chairman.
In the late summer and fall we partnered with ArcLight Cinemas, incidentally my favorite place to see a movie in the country and produced the Behind the Curtain Series.
First we met Frank an incredible man who loves film and loves to set the stage for the best possible movie going experience.
Next we met the actual man behind the curtain, the director of projection and sound Mr. John Sittig. His decades of knowledge and work with the Hollywood studios makes him a legend! My jaw dropped more than a few times at the stories he told.
This year ended with a big bang of stellar proportions. We worked with The SETI Institute and were able to spend some time talking with TED prize winner Dr. Jill Tarter. and Founder of the institute Dr. Frank Drake.
We worked together on The Communicate campaign
It was a really full and fun year and I can’t be more thankful for all the challenges and the great people that have helped make all of this amazing work happen.
For everyone here at Portnoy Media, I’m Dan Portnoy Be safe.
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