The Empire Hits SXSW
WELL... SORT OF.
Recently, at SXSW in Austin, Texas, Youtube partnered with agencies from around the world to teach "story orchestration" through reimagined classic fairy tales. The purpose of this was to demonstrate the benefits of layering 6-second, 15-second and long form advertisements to improve brand recall and create responsive, memorable stories.
One of the agency teams that partnered with Youtube for this project were our friends at 72andSunny, Sydney who The Empire team and director Jay Topping from Eight, Sydney worked with to reimagine Goldilocks and the Three Bears- becoming 'Goldi's Locks'
This project was one of many that The Empire team has worked on specifically for Youtube advertising, the majority of which is pre-roll content. From working along side global brands like Flight Centre, Subway and their incredible agencies we have successfully harnessed and perfected our skills in creating online specific advertisements. In particular, we have mastered the art of the 6-second and 15-second spot and the analytics behind edit structures and audience targeting. That is, ensuring attention and interest if piqued before the viewer hits the 'Skip this ad' button.