I don't know if you watched Up at the cinema last year, but if you didn't you missed something amazing. Not just the best, most hilarious, most poignant animated film of the year, but IMHO the best film of the year - from a creative, emotive and just plain human point of view.
With that in mind, something that's brightened my day so far has been the discovery of this lovely little film over on Hugh's blog. As well as being an awesome piece of content in its own right, I think it's a great little lesson in extracting the maximum value from the things that we make and do with our brands.
My reasoning for this is the power of re-cap.
Think about it. The classic rule of giving a presentation, AKA telling a good story, is "tell em what you're going to say, tell em, tell em what you told em".Often, though, re-caps are neglected, because people think "well I've told them that stuff, I don't wanna go through it again." Or "they'll want to see new stuff now, won't they?"
What we shouldn't forget, though, is that re-caps can be really important. They remind you of all the stuff you thought, felt and loved along the way, cement your feelings around it and allow you to instantly feel that way again. They're shortcuts straight back to the emotions.
Big Brother knew this for years. The showing of the housemates' "best bits" were key moments in every series.
Friends knew it too. Every now and again there's an episode where Joey, Monica, Rachel, Chandler and Phoebe would sit on the couch and reminisce about old episodes, interspersed with clips from each. Just a box of old, happy memories, with a little bit of wrapping paper around it.This gives me a couple of thoughts.
1. Should long running, much loved campaigns think about creating montage ads, drawing on the highlights from their history? Think Gary Lineker for Walkers, for example. Surely a montage of his greatest hits could have much more impact than a fresh commercial along the same format, especially if there's no NPD etc. to talk about?
2. How about providing content like this to people who attend experiential activity after the event, as a way of re-triggering those good feelings we gave them in the moment - and giving them material they can instantly (and enthusiastically) share with their friends who weren't able go?
I'm sure you can probably think of some more... Let me know if you do!