#WhereWillYouTakeUs?

Everyday, millions of people all over the world share their amazing personal photos, videos and stories of themselves exploring the outside world through social media. So rather than create an aspirational film using well-known athletes or paid actors, we used what’s already out there – by holding a mirror up to the consumer to illustrate just how large and diverse the progressive explorer movement really is. The idea flipped the brand communications platform from an “inside-out” to an “outside in” approach, and in doing so, honored every man, woman, and child who explores the great outdoors as a hero. By truly embracing social media, we made it the heart and soul of a global campaign by sharing the stories and experiences of brand enthusiasts who never stop exploring. And we perpetuated it by inviting others to join in, asking each the simple question: “Where will you take us?”

“Fifteen Frames of Fame” A Social Film

We cut together hundreds of user-generated Instagram images and videos, Twitter pics, Vines, Flickr photos, Facebook posts and YouTube clips into an emotionally-powerful anthem that connected peoples outdoor adventures from around the world into a globally animated movement.

At the bottom right corner of the screen, flickering quickly along with the rest of the film, we displayed each contributor’s name/social media handle and picture along with an icon that let viewers know which social media channel the clip came from as well as a map showing it’s geographic origin. The names and icons jumped from one to the next – giving everyone involved the credit they deserve. (Their 15 Frames of Fame, so to speak.) This led to an interactive experience that allowed viewers to dig deeper and connect socially with all of the diverse postings that made up the film.

Social Aggregator

Social Print