Microfilms are cool and cuttingedge

  • by

Where’s the innovation in the newspaper-microfilm-campaign Andreas Johannsen ask in replying to my “first microfilm arrived” posting. To him, “this is a basic ad agency web campaign site and totally uncool.”

And sure there are good questions to ask about the campaign. I started out with two myself:
– Do you believe newspapers will get more popular (as the film proposes)?
– Do you believe microfilms will make you read more newspapers?

I didn’t really answer any of them. (But honestly: I don’t – : )

Other good questions are:
– Is 45 mio ddk (approx. 7 mio euro) a lot of money? Sure!
– Could you get the Danish media industry moving forward, if you’d had given these money to e.g. flix.dk (the Danish equivalent to ohmynews.com) – or to e.g. research in how the printed newspaper will cope with the comings of electronic paper? No doubt to me!

Then how can I claim the campaign is “not the last innovative piece of advertising seen on the web”? And do I really mean that?
The answer to the last question is: YES! I do mean it.
The answer to the first question is this:
The campaign is truly groundbreaking. Only resemblance of the campaign is the BMW-microfilms a few years ago. Never before have a Danish advertiser given a handful of top-artist both the money they needed AND the freedom of expression necessary for them to be able to create pieces of art online. And never before have a Danish advertiser grasped and truly used the online-media unique distribution-capabilities. This campaign is designed for online only viewing. The web is the heart of the whole campaign – TV and newspaper ads online being used to draw the audience to the web.

To sum up with yet a question:
– Could the website on which the film is viewed be more interactive? Could it have allowed participation, discussion, opened itself to the audience, tried to involve the audience more effectively? Really there’s no need to discuss this. It definetly could.

But the website is only the shell. The film is what the site is about. And for that, putting a powerful motor – an artistic, special-produced web-short-movie (not the usual ad-film-with-only slightly-hidden-purpose) – at the heart of a large campaign, the Danish newspapers deserve full credit. That is both cool and cutting-edge.