My work has inspired me so much, I am arsed to write 100 words.
4 Fuks Saké is nearly four years old. If I didn't work in this industry it wouldn't exist, so some discussion around Cake work is to be expected. Today - two pieces of Cake work, two films, two different reasons for their existence. They explain a little bit about how people like us are producing video (or 'content' if I'd like to pretend to be more important) to deliver slightly more nuanced objectives.
1. IKEA. Cats - The Experiment.
We work with Mother and Vizeum on IKEA. A new direction suggests to people that IKEA knows what makes homes and households function as well as look good. Homes that work make for happy households - ergo "Happy Inside."
Mother develop a beautiful treatment for a 60" film. Let 100 cats free in IKEA Wembley and see what happens, because when it comes to finding happiness, a cat will find it and sod the rest of us. My Mum's cat Millie pissed off a week ago and she's still not come back.
Anyway, what follows is not rocket science. If someone sees that ad in XFactor for the first time, it may well be the case that they'd go, "Shit. How did they do that?" So we created a film, "The Experiment," for people who's next move would be to head to Google and search for IKEA Cats. It's just shy of 2 million views a week later and it creates fame for the campaign. The more eyeballs, RTs, and masturbatory blog posts to draw attention to it, the better. That's all.
2. Stephen Fry's 3D TV
On the other, a modern day public service film. Today's public servant is Google. We go to it and ask it to solve everything. Like what is 3DTV? So it's nice to find Stephen Fry explaining it to you, and politely letting you know that it's Sky who's offering it to you. Yes, Sky would like some eyeballs on it, but there's no frenetic grab for them or a desperation to call it 'viral.' It's just a little more pleasant to find this, than an ugly piece of commercialism. Unless of course you think Fry is ugly.
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