Genero and Diageo work together for the first time to deliver the iconic story of the Guinness harp
Diageo has used the innovative Genero marketplace for the first time to deliver the story of the iconic Guinness harp logo and showcase its latest incarnation.
The video was made by Josh Hine, a London-based director on the Genero video production marketplace, and is currently live in feed on Instagram. The ad, which is 45 seconds long, focuses on the literal and metaphoric elements of the harp itself and their association with the quality, craftsmanship and boldness of the Guinness brand.
Genero is currently the biggest innovator and disruptor of the video market – but for the good. Working with some of the most illustrious brands and biggest creative agencies, Genero is able to connect them to its community of over 300,000 filmmakers in 180 countries to create some of the most engaging, relevant and bespoke content across a multitude of platforms and channels.
Darren Khan, UK & European Managing Director at Genero, said: “We’re delighted to work with such a prestigious brand to tell a wonderful story. It’s a great example of how we can help brands by working with extremely talented creatives who are passionate about the brand and brief they’re pitching on and the ability to get larger volumes of video content quickly and affordably, from all corners of the globe. This ad really is the icing on the cake – or the head on the beer, perhaps – and we’re proud to be associated with it.”
The decision to launch the video ad on Instagram reflects a growing trend in the increase of digital video spending; figures last year from the IAB showed video ad spend in 2015 grew 50.7% to £711million, with ad spend on social media sites growing 45% to £1.25bn. Instagram’s decision to extend video playback from 15 seconds to 60 seconds last year has allowed for more diverse story-telling and greater content production on the social media platform.