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Nespresso launches vertical video contest for the Cannes Film Festival
Manuela Walfenzao| 11 de marzo de 2016
La iniciativa refleja el deseo de la marca por alcanzar a una audiencia enfocada en lo móvil
Nespresso announced the launching of a vertical video contest in the framework of the Cannes Film Festival. The competition is calling on filmmakers to explore what ‘extraordinary’ means to them as part of a vertical video contest. The winners will be acknowledged in the Cannes Film Festival with a cash prize. The coffee company partnered with the crowdsourcing video firm Userfarm to encourage entries into the global Nespresso Talents contest. Creatives must produce a three-minute vertical format film around the theme, Explore Your Extraordinary.The initiative for all submissions to be shot vertically breaks with convention and reflects the brands desire to reach a mobile-focused audience. Vertical video already accounts for 29% of total time people spend consuming audiovisual content. This phenomenon is due to the appearance of platforms like Snapchat.”Spontaneous, personal moments are more likely to be captured in vertical format” says Jeffrey Lee, Head of Business Development at Userfarm, “and the tall, slim form matches the human body shape, so vertical videos can capture more immediate, personality-driven content than the horizontal format.”Once entries are submitted, an international jury of experts in the industry, led by Nespressos CCO, Alfonso Gonzalez and screenwriter Gaëlle Denis, will choose the best 20, who will appear on a dedicated hub on Nespressos website. The finalists will be announced in the Cannes Film Festival.
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