Role: EP, D, W and Ed
The Ask: Create an inspiring video to motivate conference attendees to act
My Role: Executive Producer, Director, Copywriter and Editor
The Challenges: My Heineken client would unveil a new program at their national distributor conference. Over 5,000 distributors and their employees would be in the audience. They were a business first, bottom line crowd.
The new program, Brew Good, would encourage the distributors to do good in their own communities and provide supporting grants to local distributors’ initiatives. The video would naturally reflect the good natured, well-intentioned, benevolent program. It would be a soft sell to a hardened audience.
I had to make sure the story we profiled did the following naturally: reflected the audience, benefitted the community and showed an impact on the business.
The Results: During the screening, the Heineken client stood in the wings of the theater, watching the film and the audience reaction nervously. Barely a minute into the video, their phone began lighting up. Requests and inquiries poured in. All of them inspired to Brew Good.
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