How to Make Branded Content that Doesn’t Suck

▤ Summary

Sure, we could have told a story about a ring, or a couple and their magical moment, but somehow that felt a little generic, so we took a different approach – speaking directly to the source. The Partisans team has a keen design approach and aesthetic and could identify the unique aspects of the new Lincoln, without feeling like an overt sales plug. The folks at Havas had a great launch concept, give away a pair of shoes to every person in Canada and film their reaction. It’s hard to watch the video and not smile as rural Kansas folk try on their new running shoes and try on a little bit of their “Canadian” persona. And good videos or stories share a number of feature: So how do you produce branded content that doesn’t suck?

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