YouTube urges the agencies to explore short-form storytelling format, and this year’s six-second mini fairy tale challenge includes the world’s most prestigious creatives from the industry.
Google revealed the latest six-second challenge for agencies that launches in the Sundance Film Festival this week and twelve of the globe’s top advertising agencies created their short-form of fairy tales in six-second spots.
For Sundance, Google challenges TBWA LA, JWT NY, Grey NY, Energy BBDO, Hecho en 72 LA, The Richards Group, Ogilvy London, BBH London, 72andSunny Sydney, BBH Shanghai, Ogilvy India and Publicis New York to form short and powerful stories and see if they can survive in such short duration. The agencies define these stories, including the interpretations of Goldilocks, the Ugly Duckling, Hansel & Gretel and Little Red Riding Hood, which contains a big amount of imagination and also setting. They also prove how much focus, and effort is needed to film a short and they bet it triggers the audience much more.
The six-second shorts, showcase the diversity of storytelling on display at Sundance — and Google hopes they inspire the power, possibility and effectiveness of short-form.
Here comes all of them, pick your favourite and enjoy while watching!
The Deputy Chief Creative Officer at Grey NY, Rob Lenois commented, regarding Grey NY’s project Little Red Riding Hood:
We wanted to draft off culture to have the most impact. The idea was to flip the classic story of Little Red from a victim to that of a female heroine. A simple idea that lent itself nicely to the six-second format. Constraints can help breed creativity. We felt this format nicely lent itself to a bold story, and a great opportunity to establish Little Red’s message of empowerment for modern women in the most concise way possible. The format forces you to be decisive, efficient and – most importantly – brave. The best storytelling is born out of extremes.
YouTube’s 6-second challenge becomes traditional and the storytelling becomes improved and better as it goes on.