A short film (12min) created by Publicis Mojo, Auckland for Schweppes is topping the viral video charts – a year after it was made. “Signs” was originally created to promote an online Schweppes short film festival.
In India, virals are still being limited to Bollywood spoofs, rendered in glorious 2-D animation. The beauty of the Signs film is that it is unmistakably Schweppes and the brand is clearly linked in all the positive chatter across the globe. The genesis of the idea – a short film festival – is part of the campaign to reposition the brand ‘as a grown up beverage for sophisticated consumers’. The popularity also shows that limiting such content to a micro-site wouldn’t have got them this kind of audience – portability of the content paid off. And the itch to not make it overly commercial also helped the engagement.
