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The digital medium, popular referred to as the internet, is the final frontier for marketers.
Whether accessed through smartphones, laptops, PCs, or even wearables, harnessing the reach of this massive medium to maximize eyeballs is the endeavor, and marketers the world over are still trying to unlock this medium’s untapped potential. The biggest draw in marketing online has undoubtedly been digital video, with digital video production playing a key role in creating engaging content that captures attention.
Some pertinent stats from the CISCO Visual Networking Index forecast sheds light on the Internet’s popularity in general, and of videos in particular:
- “By 2020, there will be nearly 4.1 billion global Internet users (more than 52 percent of the world’s population), up from 3.0 billion in 2015.
- Globally, IP video will represent 82 percent of all traffic by 2020, up from 70 percent in 2015.”
Video production has been turned on its head in the age of the internet, with marketers thinking way outside the box for content and presentation. Digital video production has become a crucial part of this evolution, offering endless possibilities for creativity and innovation. Toolbox Studio brings to you some of the most stellar.
Seven winning digital production ideas
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The value & emotion based campaign
Budweiser have been promoting their #BestBuds campaign for the last two years and more now. Built-around the theme of friendship, the campaign only has the loosest connection to the brand’s product. After all the only parallel is that the campaign is called “best buds” and people often refer to a Budweiser beer as “bud” in common parlance. However, the ad reflects the ethos of camaraderie and values of friendship, and that too through an absolutely adorable protagonist and a narrative that will definitely tug the strings of your heart. This digital video perfectly captures the essence of storytelling without overt branding, making it a powerful example of emotional marketing.
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The quirky animated campaign
Australia’s Metro Trains Melbourne wanted people to be careful around trains and train tracks but knew that preaching through a boring safety video wasn’t the way to go about it. Instead, they created a digital video with catchy music and a humorous (and slightly dark) theme – Dumb Ways to Die. The animation features characters comically dying in absurd situations, reinforcing the message that while there are many ridiculous ways to die, failing to be cautious around trains is one of the most preventable. This campaign proves how creative digital video production can turn a serious message into an engaging and viral sensation.
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The ‘no-commentary’ ad campaign
Android launched their Friends Furever campaign, quickly becoming one of the most popular online digital videos in the last year. The message, “Be Together. Not the Same.” was conveyed through adorable and unexpected animal friendships—without a single word of voice-over or sales pitch. The approach may seem unconventional, but it resonated with audiences and became one of the most shared videos in 2015. This campaign showcases how digital video production can evoke emotions and deliver a strong brand message without direct promotion.
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The shock value campaign
Fanpage. It created the “Slap Her” video where kids in Italy were asked a few questions, then introduced to a young girl. When instructed to caress her or make a funny face, they complied. However, when asked to slap her, they hesitated and refused. The campaign leveraged digital video to deliver a powerful message—domestic violence has no place in a child’s world. The video quickly gained traction using shock tactics and raw reactions and became a widely discussed social commentary.
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The inspiring campaign
Fitness is all about motivation, and Reebok’s 25,915 Days campaign embodies this inspiration theme. The digital video presents a compelling message: “The average human lifespan is 71 years. That’s 25,915 days. 25,915 opportunities to make the most of our time, honoring the body through commitment to physicality.” Featuring people of all ages engaging in exercise, the ad is designed to ignite viewers’ motivation for an active lifestyle.
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The humour-based campaign
Nike Women’s Better For It campaign is another one that promotes fitness, but the take is slightly different here. In this particular specimen, the “Inner Thoughts” video, it shows what women are thinking while working out, and inspires viewers to get over their hang ups about workouts through a series of funny observations.
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The campaign that leverages pop culture
Hanna-Barbera’s The Jetsons cartoon is a pop culture icon. As such it has mass popularity and Global Payroll Association leveraged this very popularity to galvanise their content. The video is set up in a Jetson-like universe, and even has sound effects and peppy music to add to the effect. The subject is about HR and payroll, but wrapping it up in this packaging makes this less-than-interesting subject more engaging.
If you are looking to create your own digital videos, then these ads will definitely inspire you and create that spark of imagination that will fuel your creative processes.
Looking for an efficient video production company? Toolbox Studio can craft a video for you – a video that has all the essential elements that can make it (and your brand) go viral. Find out how our team can help you create rich digital videos.
Arun Gupta
Last updated: February 14, 2025
Arun completed his post-graduation at FTII with motion picture photography as his specialization. With more than two decades of industry experience as a Cinematographer and as a Producer he has more than 300 projects like television commercials, television shows, Music videos, corporate films, Short films and documentaries to his credit.
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