This Coca Cola video fascinates me to no end. First, it's pretty revolutionary. While it's not the first major advertisement created by a mega brand based off of user-generated content, it might just be the best.
Coca Cola is not new to using non-pro footage to create great advertising. In fact just last year they were plastering the world with a campaign that featured surveillance footage which captured people doing heart-warming things. (Side note I'm not a fan of Coca Cola, but their advertising is undeniably brilliant.) And now they've done it again.
This video perfectly captures the feeling of good clean fun that Coca Cola has traditionally used to sell its sugar water. And it does so in a way that is fresh & cutting edge. Oh yeah, and it was way less expensive than a normal video campaign. By a long shot.
But what does this mean for you?
Well, if you watch the video, you'll notice that the footage isn't of particularly amazing quality. The content is creative and full of energy, but not high res well-lit amazingness by any means. However, the titles, the soundtrack, the sound effects, and the cutting itself were all done by top professionals who made great choices.
This proves (again), that if you have lots of creativity and not a lot of money, you can create your own footage and then get someone professional to edit it for you. This can save you money, give you more creative control, and result in something exciting to watch.
This won't be appropriate for all companies and all videos, but it's definitely worth considering.
-Colette Nichol, Vancouver