Logorama is a 16-minute animated film written and directed by H5/Francois Alaux Hervé de Crécy and Ludovic Houplain, and produced by Autour de Minuit. It won the Prix Kodak at the 2009 Cannes Film Festival and the Academy Award for Best Animated Short Film at the 82nd Academy Awards. It uses no less than 2,500 logos to show the extent to which brands are embedded in our existence. Logorama is of course a visual hyperbole of our daily branded lives yet frighteningly realistic. On viewing this film you realise our relationship with any of these brands rests almost exclusively on consumer action and direct experience.
Consumers are brand curators in this integrated, experiential, social screen age. What are the questions brand owners need to be asking, and to whom?
The sheer number and complexity of meanings assigned to the word ‘brand’ is a modern marketing dilemma. Add to this consumer expectation of the role we expect brands to play in our lives, and how we want them to behave, and you’ll hear dissension in the ranks.
DIALOGUE = CONVERSATION = INTEREST = MORE CONVERSATION = IDEAS = POSSIBILITIES = LEADS = BUSINESS = RECOMMENDATIONS = EXTENDED NETWORK = CONVERSATION ….
Social and digital are the most critiqued channels in the mix. If we strip them right back, the intent is clear. We simply have a fail-proof conversation starter that also happens to be the most far-reaching regardless of the product or service you offer. Social facilitates integration and provides perspectives you never thought you’d consider; it educates and informs. How you engage is your choice, as an individual – as a consumer. The beauty of social is its unique ability to seemingly tie everything together. Just don’t over-think it. There are many examples. Here is a recent beauty.