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Brief: to produce a promotional video featuring this well-established company’s range of wildlife observation camera-systems.
The product: Wildlife World make an array of wildlife products ranging from batboxes to hedgehog houses. Their camera-systems are at the top end of their range, sold through garden centres or by mail-order. The company emphasizes the sustainability of its source materials and its ethical stance on environmental issues.
Target audience: Typically, older people concerned with wildlife preservation and the environment.
Strategy: We felt it would add human interest by featuring ‘grandparents’ showing off their new camera-system to their ‘grandchildren’. Good wildlife footage was also essential.
Production: One major challenge was filming the ‘customers’ (or wildlife !) using the company’s products, a task demanding extreme patience.
“Birds have this unerring habit of landing on exactly the wrong side of the birdhouse when you’re trying to film them !” says our cameraman.
We drew on a wide variety of other material - stills, footage from the company’s own customers and library shots – and the film was edited using Wildlife World’s own choice of background music.
We also produced a version in French, using a French voice-over artiste to give it that authentic Continental flavour….
Distribution: The DVD is now showing in garden-centres and trade fairs in Britain and France. In fact, wherever the company’s products are marketed…..
Comment:.. The film demonstrated how it is possible to synthesize an effective promotional film from a variety of sources and also emphasized the value of working in a creative partnership with the client.
“ We have used the video you produced for promotion of our range at exhibitions here and in France and we use it as a selling tool in garden and wildlife centres. It has been extremely good in providing the customer with an insight into the ethics of our brand and promoting the cameras and other products.”
Norman Sellers, Managing Director, Wildlife World |
