Representation and Brand Activism - Video Marketing Examples #65

^{Obligatory disclaimer: This isn't an ad or sponsored content. We simply wanted to share this analysis with you as a great, recent example of video marketing.}

This week’s Video Marketing Example is a perfect illustration of how animation can pull at the heart-strings - AND allow real flexibility when it comes to visual representation.

The idea behind the campaign for haircare brand Tangle Teezer is rooted in activism (a common trend of so many of the examples we share.)

It has two key drivers:

• The fact that lots of brands don't cater to the inherent characteristics of Black and Afro hair, with legislation to prohibit race-based hair discrimination currently stalled in congress. 

• The fact that just 12% of children’s books feature a black protagonist - meaning young children with this hair type don’t see themselves represented in their favourite stories.

Animation enables them to powerfully and sensitively represent the issues at hand, both with wide shots…

…and powerful close-ups.

In the videos, the characters are taken through familiar stories - addressing the issue of representation in children’s fairy tales. 

The campaign has brought both awareness - AND awards - picking up the Chair’s Award at The Drum Awards for Social Purpose.

We could offer more commentary but it’s well worth spending 7 minutes of your time listening to the story from the team who created it. Check it out…

Feeling inspired?

At the risk of sounding like a stuck record, this example shows again how animation is an incredible tool for video marketers looking to create worlds and characters that impactfully tell a particular story. 

AND because we’re hardwired from an early age to lap up animated stories, they hold our attention like few other media types, too. 

We’d love to talk about how we could help bring your brand’s story to life, tug at your audience’s heartstrings - and create a world your audience can relate to. Just click the button below!