In a context in which brands seek to reinvent themselves to deepen their relationship with their audiences, win new customers and strengthen their socio-environmental responsibility policy, a new form of storytelling has gained prominence in the audiovisual world: Branded Docs. The approach combines the power of documentaries with branding strategies, resulting in authentic and engaging stories that connect brands with their audiences in a profound way. Keeping an eye on this scenario, audiovisual producers such as Deusdar Films it’s at Prose Pressbased in So Paulo, have invested in this format.
Branded Docs consist of a collaborative method of producing documentaries in partnership with brands. The creative process begins with an investigation into the company’s attributes, especially those that associate it with causes and issues of public interest. Generally these themes and stories have a direct connection with the 2030 Agenda of the HIM and with the company’s social responsibility and ESG policy.
One of the most important challenges of this work is avoiding ethical conflicts, explains Leonardo Brant, managing partner of Deusdar. The stories told and what we see on the screen must ethically reflect what we want to build and transmit with the brand, avoiding themes and stories that highlight the company’s direct commercial interests, he points out.
Likewise, Clovis Travassos, executive director of Prosa Press, points out that, although Branded Docs follow the same line as traditional documentaries, they differentiate themselves by the emotional connection created with viewers, which, in general, reflect causes supported by the company and the purpose of the business.
By telling authentic and relevant stories, these films stimulate emotional identification and build a positive perception of the brand. With the power of audiovisual, this format is capable of transmitting powerful messages, leaving a lasting impression on viewers, he highlights.
In an ultra-connected world, consumers have become more vigilant and clamor for brands connected to reality, demanding that the companies they consume are well positioned in the face of current social and environmental issues. An example of this is that, according to a study developed by Orbit Data Science, 22% of consumers stopped consuming when they did not feel represented by the company, with 7% saying they stopped consuming brands that had reported discrimination.
CYBERNTICS
When the brand enters the field to discuss a topic, together with social movements, organizations and thinkers, scientists and intellectuals, the power and reach of the public debate increases. This is what is happening with CIBERNTICAS, a production by Deusdar Filmes directed by Graziela Mantoanelli, executive director of the producer, and which has just been released on Globoplay, with stories of women in technology and sponsored by Unisys, a solutions company in this area, via Law Federal Culture Incentive.
More than a documentary, CIBERNTICAS is an expanded project that encompasses content such as podcast, reports and educational action, with screening and debate of the film in public and private schools throughout Brazil.
All of this material seeks to deepen the film’s themes and focus on issues that are still very challenging for the country. These are contents and materials that meet the UN Sustainable Development Goals, such as the global goals for gender equality and the reduction of inequalities.
Without a doubt, cultural incentive mechanisms are fundamental to promoting an important industry for the Brazilian economy and for building values and knowledge for our society, comments Marcos Santos, director of Marketing, Communication and Demand-Generation at Unisys for Latin America .
Santos adds that the company seeks to support the promotion of the documentary among its employees, customers, partners, media and related audiences with the aim of raising awareness about gender equity in the corporate market.
The central theme of the CIBERNTICAS documentary is fully aligned with Unisys values and our ESG agenda, within the Diversity, Equity and Inclusion pillar. There was a strategic partnership relationship between the companies, working with many hands and thus making the process very fluid and effective, highlights the Unisys Marketing Director.
INNOVATION AS THE LEADING THREAD
In Brazil, in recent years it has been possible to observe a growing interest from brands in carrying out audiovisual projects related to causes associated with their purpose. Aware of this scenario, Prosa Press has been developing a series of Branded Docs that have innovation and the impact of technology on people’s lives as their guiding thread.
The producer’s most recent works in this regard were the documentaries Inovar Um Parto and Ecossistemas de Innovao. The first deals with the importance of female entrepreneurship and the use of technology as a relevant element for the longevity of companies. Available at Globoplaythe documentary was supported by large companies such as Fleury, 99 and Zup.
In 2023, Prosa Press also released the documentary Ecossistemas de Innovação, whose objective was to travel across Brazil to show local ecosystems, how they are organized and, in particular, how it is possible to boost innovation beyond Silicon Valley. Directed by Patricia Travassos, founder of the production company, the film had the support of 3M.
For decades, 3M has been synonymous with creativity and innovation. When we decided to produce a documentary on the topic, we were pleased to have the company’s support to develop the project, says Clovis Travassos.
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