I hate majority of brand films. They just revisit same old clichés and not even the employees get kick out of them:
The false deduction would be to conclude that if majority is shit, everything is. Brand film, when done well, can be truly uplifting experience. It can put your brand´s stake in the ground and convey your attitude in a manner that resonates both to your consumers and your employees.
This rebranding of Koskenkorva is a great example of a good brand film. The product consists of water and barley. It is coming from a small village. It is Finnish and we don´t brag or boast. The understated tone actually oozes confidence and in a minute shows what the brand stands for. Brilliant stuff from Bob The Robot:
Finnish vodka brands seem to have learnt something during the years, because the following example is from Finlandia vodka. Whereas Koskenkorva is the rural and rustic everyday drink, Finlandia has always been a little bit upscale. Upscale in Finland meaning still that you have weird attitude that other markets don´t understand. This is a brand film that is built around the desired attitude of the brand. After seeing this you are hyped up to grab a bottle of vodka and try your new deadlift record (this is done by W+K London):
Great brand film:
1) Tells something interesting about brand.
2) Is something that only your brand can do
3) Makes you feel something
4) Looks good (there is no such thing as lo-fi brand film)