In Chapter 3 of the Flashback Podcast, we dive into the world of communication and emotional connection. William García was our special guest, an advertising and communication specialist, with whom we filmed a campaign that we enjoyed a lot: Pinturas Modelo. This is an example that I always bring up when it comes to concept, emotional connection and brand.
Since the same brand is the concept of the campaign. Being someone's role model. With this brand, the goal was achieved, positioning it number one in brand recall in Nicaragua. All through the emotional connection. The brand was put on the level of its audience and empowered each person, as a role model to follow.
In the first phase, we filmed pieces with examples of role models in society, who contribute in one way or another with something that nobody else can do. Like a guitar luthier and an art teacher.
In the second phase, we showed role model of different generations, who are passionate about their work and make a difference with their work.
In the third, we went to a more intimate model where we communicated that we are all role models for someone close who admires us and needs us. With these stages, an emotional bond was created, where we underscored a positive message and appealed to empathy, since we all find something in common with some of these pieces. And that at the end of the day, communication must be two-way.
It is not just about telling a story, it is about telling a story where people find themselves identified, either experientially or emotionally. We can have the best cameras, the best locations, the best director, but if the piece is not based on a good story with heart, we do not achieve that connection and everything is reduced to a sequence of "Beauty shots" that people like but do not communicate. That is why, my advice to all those who are starting in this industry, is to stop, evaluate and look for the idea and the heart of the piece before filming it, since once that fundamental element is identified, everything is given and falls into a coherent and solid rhythm.
Are you looking to create an emotional connection with your audience? Take the first step by listening to the Flashback Podcast episode 3 and discover how to create an impactful and meaningful story to engage your audience.
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