A video to illustrate the proposition that “We don’t always feel understood as an individual”
Role: Producer, writer
In winter 2016, Vodafone Group came with a challenge to promote the revamp of their global L&D platform. The challenging bit was to make it something to stand out from all the typical content employees would see when they logged on for the day (much of which we at Global Fire also made).
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I desired for this content to feel like a piece of content they would have fallen across on their social media feed and make them sit up, take notice and, most of all, forget they were on the office intranet for a moment in time. We didn’t even top them off with a branded screen because I wanted them to immediately throw the viewer into the story without first seeing their company’s logo. I wanted their frame of mind when they were watching to be transformed.
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With my brainstorming partner, Charlotte, we came up with 3 ultra-short storylines which were abstract enough to arrest attention yet concrete enough to wrap up at the end with a tagline leading it back to the L&D portal coming soon.
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There were three different marketing propositions for the portal:
Personalization
Digitization
Simplification
This video was produced for the personalization proposition in which the platform “knows” you when you log in. The brief said to produce a story to illustrate “We don’t always feel understood as an individual. At Vodafone we have a learning solution tailored just for you.”
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Their L&D platform knows your current role and your career goals and pushes classes and content your way which will help to develop users towards their career objectives. And it does it in a way that makes you feel known as an individual.
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The ideation portion of this project had us asking ourselves: “What’s personal? What things lend themselves to individuality?” At first, we leaned towards fingerprints, however this client is a tech company and we know from working with them so heavily that, to them, finger prints represent security and not individuality. I love the book How to Win Friends and Influence people and we remembered that Dale Carnegie famously wrote, “A person’s name is to that person, the sweetest, most important sound in any language.”
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The individual stories you see in this film were drawn from real life experiences, particularly me. I introduce myself as Elizabeth and people decide to call me any one of the umpteen nicknames for Elizabeth (Liz, Beth, Betty, Liza, Libby, Elle) . And who hasn’t been baffled by a barista who can’t grasp the most simple of names?
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If an idea is strong enough, it doesn’t need to be filmed in an ultra-high-budget way in order to hit the mark. We made these for a meager budget, purposefully filming them in a low-fi way with our friends and crew members.
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Credits ::
Concept // Elizabeth Halford, Charlotte Simonsen, Mark Rose
Stories // “Buddy Fail” Elizabeth Halford, Charlotte Simonsen, Mark Rose. “Colleague Fail” Elizabeth Halford. “Barista Fail” Elizabeth Halford, Charlotte Simonsen, Mark Rose
