The Battle for Time - Week of July 3

July 11, 2016 Ophelie Zalcmanis-Lai, Content Editor

Suffice to say, there’s a lot going on in the world right now.

News has redefined what it means to run at a frantic pace. Our newsfeeds, across virtually ever platform, always have something new to say. Some of it is inspiring. Other times, it’s heartbreaking.

This edition of The Battle for Time is actually a tie between two very different, but very powerful pieces.

Firstly, we have Warrensville Heights Police Officer Nakia Jones’s Facebook Live video addressing the police shooting of Alton Sterling, racism in the police force and divisions within black communities.

Secondly, is a Cannes spot for the UN’s Sustainable Development Goals Initiative by Gautier Fage and Julien Bon, two creatives who made the award-winning video in just 48 hours. 

This is what captured our minutes this week.

Here’s why:

Nakia Jones

1. This video demonstrates that the virality potential of Facebook Lives video isn’t just confined to the Chewbacca Mom’s of the world.

This is a real time video of real issues, real emotion and real human nature. Everything is captured in just over seven minutes. According to comScore, Canadians spend 1,476 minutes watching online videos and 76% watch a digital video every day.

Jones had strong convictions on serious issues that she knew were vital to share with a vast audience. So, she picked the exact platform made for exactly that: making instantaneous connections. Jones’s video reaching over seven million views is living proof of the power that can be had in matching the right platform with the right kind of message.

2. It addresses one of the most shocking Facebook Live videos to be streamed: the police shooting of Alton Sterling (warning: this link contains graphic content).

With all the civil unrest and police shootings in the US, winning The Battle for Time gets more difficult simply because there’s so much content out there to get through.

Every piece of content has its own important factors. However no one had ever seen a live video of man being shot and killed in the frame.

Another example? The shooting of Philando Castile (warning: this link contains graphic content).

The people who uploaded these videos, again, chose a platform aimed at reaching wide audiences instantly to show live content meant to shock people around the world into action. A lot of people in the world haven’t been in these situations and remained detached; now these videos have started reversing that.    

“Refugees” by Gautier Fage and Julien Bon of Romance

1. This impactful and raw video was captured, edited and produced in just 48 hours.

They saw a brief. Got some bad ideas. Then ran with the concepts they came up with. Edited the frames. Produced an award-winning video. All in 48 hours. Forty-eight hours, people! (Have we stressed that number enough to you yet?)

Shot from a first-person perspective, this stunning video puts viewers in the shoes of refugees struggling to find their way in new countries. The sheer quality captured in these 60 seconds (yes we know, again with the time), is enough to capture out minutes since we all wanting to know how it’s possible and how we can do it too.

AdWeek did a wonderful interview with the creators of this spot in more detail.

2. The Young Lions award-winning spot is an awesome example of what it means to take a creative risk and run with it.

In the AdWeek interview, the creators said it bluntly: they had a lot of bad concepts right of the bat, but they found one that worked and ran with it. The environment provided limited space to work with and very little equipment or help was available.

Yet Fage and Bon didn’t stop. They knew they had a good idea based off of strong insight, and they didn’t doubt that. This is what we like to call risky business that paid off extremely well.

So all in all, this week our attention was divided (but rightfully so). We got emotional with Nakia Jones and replayed the UN Cannes spot over and over, trying to see how all that could be done in just two short days.

What did we learn? Powerful messages don’t have to come from months and months of planning. They have to come from a raw place that empowers us to take action and cut the crap.

At the end of the day, people engage with content by lending their minutes. Content is successful when its battery is fully charged with attention.

What will win this week?

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The Battle for Time - Week of July 3.