Fear: the next big emotive device?
For a brand in 2017, emotion is the greatest resource there is. Using real consumers to celebrate and spread a brand’s message is now the norm… so normal that now this tactic sparks more suspicion than brand love. Because how real can a person be when they’re in front of a camera?
So Ten Metre Tower, from Swedish filmmakers Maximilien van Aertryck and Axel Danielson, offers a different option. The concept is simple: cameras film members of the public as they prepare to jump off of a ten-metre diving board. The result: 67 mini-dramas driven from one (unassuming) act that all feel real and raw. Apparently fear is the one emotion that makes us drop our game face – and isn’t that authenticity all brands are looking for?
Obviously, this kind of approach won’t work for all brands. It’s maybe a bit too real for the more utopia brands (Coke, Dove, etc). Red Bull has been playing in a similar arena for years – a ‘sponsored by’ Red Bull logo could slot perfectly into the end of 10 metre tower. But what are the less obvious routes?
· Cinemas and fright go hand in hand – an opportunity for Butterkist or Vue? Moments of fear bring people closer together: a clasped hand, a face hidden in a shoulder creates real, touching content (and a feel-good finish despite the not-so-feel-good tool)
· Match.com could harness their users’ ideal of a relationship by using a couple thrust into a scenario that scares them (only mildly, of course) to show real, intimate care for another person (a good way to move on from their misjudged Flaws campaign)
· Nike, with a similar sport focus as 10MT, showing people challenging themselves in the face of fear and asking their audience if they’re doing the same
For brands, Ten Metre Tower is evidence that endless stories can be created from one driver. But it’s also proof that if you're looking for an emotion to create a connection with the viewer that feels real, fear might be the way to go.