Micro Film Marketing Is Loved By Luxury Brands Such As Prada.

During the 2012 Cannes Film Festival, luxury brands

(Prada) also gathered in the bustle and launched a micro film.

Even in the movie festival, only three minutes and a half minutes of "appearance", Prada invited all the famous directors and famous actors.

This movie, which has a style of 70s of last century, is called psychotherapy. The director is Roman Raymond Polanski, director of the film pianist. The two actors in the film are "old drama bones" Helena, Burnham Carter and Ben Kingsley, respectively, playing psychological medicine students and patients.

Helena Berhan Carter, a crazy old woman, often plays in a micro movie as a lady with a mental illness but a gorgeous woman. She lives rich by the property left by her father. But she always thinks that the property is a curse to her life. When she comes to the psychotherapist, she is attracted by Ben Kingsley's psychotherapist. She is attracted by the robe of her body. Then the short film humorously produces a slogan: Prada is suitable for everyone.

The delicate and delicate acting techniques of the old dramas and Helena Berhan Carter's exquisite dress make it difficult for everyone to block the charm of Prada.

Luxury brand movie dreams

In fact, Prada is not the first "crab eating" brand in the area of filming micro films. Before that, Louis Weedon, LV, Cartire and other brands have already shown themselves through microfilm.

A few months earlier than Prada, Cartire released the brand 165th anniversary epic micro film Cartire Odyssey.

In the short film, the cheetah jewelry, which was originally turned into a real cheetah jewellery in the window, started a shuttle journey from Paris in the snow and ice. The the Great Wall of China and the dragon, the mysterious garden of India, the luxurious palace of Russia appeared in succession, and after a series of illusory realities alternated with the reality, the cheetah jumped to the adventures of an adventurer Albert Santos Dumont designed the aircraft, and finally returned to Paris, like a poem like song, carrying the beautiful red box, in just three minutes and a half minutes, to do the essence of Cartire's 165 year history.

Louis Weedon is also keen to use microfilm for publicity.

Since travel has always been a highly respected way of life, the brand insists on examining every landscape with its own fashion attitude.

Now, Louis Weedon, who has been walking on the road for many years, will use his travel knowledge to shoot micro films in big cities, and will tell the story of these big cities.

Among them, Hongkong is the first chapter of the movie series of the world famous cities.

The film, called "Hongkong is a woman", invited 8 representative Chinese women to walk through the bustling city of Hongkong, a modern and young city that merged classical flavor, feeling like Wong Kar Wai's "2046".

This film shows you the sexy and hazy Hongkong, which is less serenity and more serene and deep.

Of course, Louis Weedon will not give up the excellent platform of Cannes Film Festival. After Prada, Louis Weedon also introduced a mini movie "fashion show fashion diary + Paris romance" at the festival.

Unlike Prada's pure film style, Louis Weedon's work is more like a documentary plus a movie complex.

Many of the films are video diaries taken in the Louis Weedon women's wear show during the autumn and winter 2012 Paris fashion week.

The other part is to pay tribute to the French "new wave" director Jean Luc Godard's "scorn", launching a romance between a beautiful girl and a bad boy.

The show's diary and love story are very original.

Louis's 13th Cognac champagne Cognac has just exposed the micro film encounter, which was written and directed by the famous French director.

In romantic and aesthetically beautiful scenes, the story begins with a beautiful and mysterious encounter in a cafe.

In order to continue the love affair, the heroine, following the mysterious invitation letter left by the hero, finally came to Louis's thirteen taste dinner, and the two met again.

Through the picture and music, Louis's thirteen meticulous elegance and rare treasure are shown.

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Acceptance of micro film marketing is high.

Past times,

The image is more pmitted through the print advertisements of fashion magazines. Fashion photographers have always been an important part of the fashion industry. They know how to integrate products and brands into familiar image works to create brand images.

But now, brands will pay more attention to those who can make good micro films.

Although the plane blockbuster can create a beautiful atmosphere by using lights and scenery, it can only show a scene after all.

And different micro films, dynamic images with sound effects, will give people a more intuitive feeling.

In addition, the traditional form of advertising is mostly "spoon feeding", and the audience is prone to a feeling of compulsion.

Even the more fashionable "movie implants" will be implanted because of "implantation". Regardless of the development of the plot, they need to blunt the insertion of commodity labels to produce the counter effect of brand publicity.

But micro films are different. Good micro films have certain emotional appeals, which can stimulate people's positive emotions in a short time and achieve a resonance.

Microfilm is to let the audience remember this story, this scene, is in the wonderful combination of light and shadow, inadvertently let the target consumer group remember this brand.

Louis Weedon, a fashion writer who took part in the micro film "Hongkong is a woman," said Wang Liyi, who spent several hours shooting that night, gazed thoughtfully outside the window, then telephoned to tell her feelings, repeating the same expressions and movements, and a long dialogue to achieve the best results.

"What I'm most impressed with is that I have a Cantonese saying in the movie: 'in my heart, you are the most important thing to me...'

However, the film finally deleted the "important" two words, because the director wanted to leave room for imagination.

Wang Liyi said.

Such a careful shooting naturally makes the quality of micro films more than ordinary advertising films, and the visibility is higher.

Art and business

Enterprises with brand effect and cultural connotation are undoubtedly suitable.

And most of the microfilms actually tell the story at the core of the brand.

Micro film is more closely related to the combination of advertising and art, as in movies, through the artistic expression of a story, so that the audience can understand and understand the message conveyed.

It conveys more information than traditional way, and its form of pmission is more easily accepted by the audience.

Big brands hope to convey deep brand spirit through microfilm.

Cartire global president Bernard Fornas once said: "Cartire Odyssey" is an invitation to dream, representing our firm belief in pursuing our dreams, sharing and inheriting our historical value.

Of course, as a high-end brand, brand communication needs extra caution, for example, the quality of content production must be strictly controlled to match the high-end attributes of the brand.

For example, Cartire's Micro film "Cartire Odyssey", directed by Bruno Aveillan, the director of the French genius, set up the world's top creative team to create pictures and music, preparing for the filming for two years, presenting a magnificent scene with natural scenery blending 3D animation.

Three leopards were photographed, and the soul symbol of Cartire was interpreted, and Shalom Harlow, the international famous model, appeared.

Cartire spent 4 million euros on the movie, which is comparable to traditional movies from content to production.