Content Inspiration: Best Brand Videos of 2013
WestJet’s Christmas Miracle: Real-Time Giving
35 million views in – they’ve definitely surpassed their goal of 200,000 views (at which the vowed to offer free flights to a family in need). The video was even picked up by mainstream media, shared by almost every Canadian media outlet and dozens of international outlets (HuffingtonPost, Mashable, Gawker).
According to Google (which owns YouTube), it was the most watched ad in Canada in 2013.
Heineken: Departure Roulette
Brilliant gig for Wieden + Kennedy (an integrated marketing firm in New York) – this marketing stunt asked travellers arriving for scheduled flights at JFK to ditch their plans and accept a mystery destination instead. Would you do it?
Just an observation – after reading a pile of articles about these videos, we only noticed creative agency name-dropping in this video. Great for W+K’s cred? Bad for Heineken’s authenticity?
Molson Canadian: The Beer Fridge – Scan Your Passport
Proof that storytelling is the style for contemporary advertising; Molson was perhaps the only brand to experience growth in 2013 in a product category that dropped 1% across the board due most likely to increased competition. Released in June, 2013, Molson was running with the ‘most watched ad’ title until WestJet snagged the title.
The videos attracted millions of views – so they’re at it again. Watch for some serious commercial game during the 2014 Sochi Olympics. They debuted this sequel on Boxing Day, purchasing more airtime for a single spot than ever before – the entire three minute video during a World Junior’s hockey game. Thirty-second versions of the video will begin running soon.