Master Class au VKRS à propos de la convergence des VidéoClip et de la publicité.Meaningful Marketing. art ou Artisanat. Pouvoir du son. “Videos need to succinctly express the artist’s unique visual style to appeal to fans and differentiate them from other performers. I therefore think that music videos can be considered a form of art, especially a form of modern art. Many music videos use elements of post-modernism, like pastiche, bricolage and homage… "You cannot buy engagement. You have to build engagement." — Tara-Nicholle Nelson Imported from Detroit was the Grand Effie winner because they sold the product, the category and the city DUBAI TOURISM INCREASE AWARENESS & CONSIDERATION AS GLOBAL DESTINATION THROUGH CONTENT MARKETING

1. Video Clip & Advertising
Art, Craft or Else
Hugues L. Rey – 9th of June 2023

2. “Décortiquez la part de
pub dans le clip et la part
artistique dans la pub, avec
à leur intersection la quête
de l'impact émotionnel au
service de la viralité !”

5. #1
1983
Video Clip ?

7. ARE VIDEO CLIPS
TO MUSIC …
WHAT ADVERTISING
IS TO PRODUCTS ?

9. Video Clip is an Art by essence
“Videos need to succinctly express the artist’s unique visual style to
appeal to fans and differentiate them from other performers.
I therefore think that music videos can be considered a form of art,
especially a form of modern art. Many music videos use elements of
post-modernism, like pastiche, bricolage and homage…

16. Meaningful or Die !

17. Colin Kaepernick refused
to rise for the national
anthem, in opposition to
police violence in the US
2 years later, the former
NFL player appears in
the ’30 years’ ad of
Nike
Nike’s online sales jumped 31% in the
4-day period

18. "You cannot buy engagement.
You have to build engagement."
— Tara-Nicholle Nelson

19. "Regardless of what your metric says, we're not
paying attention to it. If you don't add value to
people's lives,
I don't really give two shits about your
advertising,“ will.i.am

20. Social
experiences
Solutions Entertainment Stories Events
84%Expect Brands to provide Content
Of Consumers

21. is not
meaningful to
consumers
60% of the content
provided by brands
And more than half of content fails to deliver

22. 5000
Marketing Messages
a Day
8 sec
Attention Span
50% 40%
Ad Blockers
Subscription
Audiovisual Media
Drowned by …

24. powered
by
Meaningfulness
could be
generated by
multiple facets
Imported from Detroit was the Grand Effie winner
because they sold the product, the category and the city

25. Nothing is free
in advertising

26. DUBAI TOURISM
INCREASE AWARENESS & CONSIDERATION
AS GLOBAL DESTINATION
THROUGH CONTENT MARKETING
AWARENESS
Making Dubai a destination of choice
For couples & families around the world
CONSIDERATION
Showing all the things Dubai is offering,
With real people enjoying real Dubai experiences
Media partnerships Content partnerships
LOCATION PLACEMENT
AS AN ALWAYS-ON ACTIVATION

27. MAY 2017
THE SOLUTION
WE DEVELOP A CONCEPT AROUND LOCATION
PLACEMENT – PRODUCT PLACEMENT WHERE THE
PRODUCT IS A DESTINATION – AND SHOT
CREATING A MUSIC VIDEO IN DUBAI
SELECTING IMAGINE DRAGONS AS THE PERFECT
BAND THAT WOULD HAVE BOTH A MASS APPEAL
AS WELL AS LOVE OF THE CITY.
1 MUSIC VIDEO WITH LOCATION PLACEMENT
INTEGRATION
1 PIECE OF BRANDED CONTENT
1 BEHIND THE SCENES CONTENT
SOCIAL MEDIA POSTS ACROSS FACEBOOK,
INSTAGRAM, TWITTER TO PROMOTE EACH PIECE
OF CONTENT
3 X SOCIAL MEDIAL POSTS WHILE SHOOTING THE
MUSIC VIDEO – SHOWING THE BAND IN DUBAI
ALL CONTENT LIVED NATIVELY ACROSS IMAGINE
DRAGONS OWNED CHANNELS.

28. RESULTS
873Mn
Total Video Views*
3Mn
Social Engagements
+1020%
Above social media
engagement target
+1600%
Above View
Target
20Mn
Total Media Value
+22%
Consideration for Dubai
As holiday destination
August 2018

29. Creative without strategy is called 'art.
Creative with strategy is called 'advertising.

30. Creative without strategy is called 'art.
Creative with strategy is called 'advertising.
In the business world, you should be creative
with a purpose

31. The Shortest, the Best ?

32. The shortest, the Best ?
A 4 minutes Ad or A
Video Clip founded by a
Retail company

33. Stop ou Encore ?
L’amour, L’amour, L’amour
Mouloudji
Thirteen
Big Star

34. Advertising is the greatest art form
of the 20th century.

35. Advertising is the greatest art form
of the 20th century. Really ?

37. hugues.rey@ulb.be
@huguesrey
+ 32 496 26 06 88
www.huguesrey.be
THANK YOU
FOR
YOU’RE ATTENTION !