VERTICAL REVOLUTION: NESPRESSO AND USERFARM ON STAGE DURING THE INTERNATIONAL EVENT OF CREATIVITY TO PRESENT A UNIQUE CASE STUDY: NESPRESSO TALENTS 2016, A UNIQUE VERTICAL VIDEO CONTEST THAT REVOLUTIONISED THE VERTICAL FORMAT AND VIDEO CROWDSOURCING.
1,660 filmmaker involved from 40 countries, 384 short films, 20 films shortlisted, 3 selected videos premiered at the Cannes Film Festival 2016. These are some of the results from the partnership between Nespresso and Userfarm, the global video crowdsourcing platform (https://www.userfarm.com/en), which will be presented in Rome during Eurobest, the European Festival of Creativity. On stage will be Frederik Pénot – CEO of Userfarm, Yvonne Iwaniuk – Head of Corporate Communications & Public Relations Nestlé Nespresso SA, and Francisco Najera, talented filmmaker who created one of the 3 videos showcased at Cannes.
Rome, 30 November 2016 – Nespresso and Userfarm will be on stage at the European Festival of Creativity which will be held in Rome from November 30th to December 3rd at Palazzo Barberini. The packed program features some of the world’s most influential marketing thought leaders who will share thoughts and case studies on creativity and innovation.
Following a call for content, the Nespresso Talents project presented by Userfarm and Nespresso was selected by Eurobest, as one of the main speeches of the three day event.
“Meet Dynamo the fish” is the title of the session that will be held on November 30th from 5pm to 5.30 pm. Dynamo the Fish represents Userfarm’s new approach that revolutionises the traditional creative process. Userfarm’s model focuses on reversing the order of divergent and convergent creative thinking, which have always been the basis for great ideas. Visualizing this process reveals the shape of a special fish, Dynamo.
Frederik Pénot, CEO Userfarm – “Creativity is not only about WHAT ideas get generated, but also about HOW these come to life. Thinking differently, looking for innovative answers to new marketing challenges is a permanent quest for many, but only few brands so far have reached the point where they are ready for a new HOW, daring to experience the infinite creativity that characterises the crowd.”
The case study of Nespresso Talents 2016 is a striking demonstration of the power of this process. Nespresso Talents was born thanks to Nespresso’s vision and will to support and promote young film talents. The resulting project was a creative contest looking for the best short videos in response to the brief “Explore your extraordinary” in an innovative and amazing vertical video.
Yvonne Iwaniuk – Head of Corporate Communications & Public Relations Nespresso: “Storytelling is part of our brand DNA and we wanted to find a way to connect with a younger audience and create a platform for them to release their creative genius. The results were amazing. The diversity and richness of the films they produced was stunning.”
Shoot Vertical was the challenge for the filmmakers of Userfarm’s crowd, who responded with an enthusiasm and commitment beyond any expectation. From contemporary art to documentary, from comedy to cinema, from animation to surreal videos, the content was incredible and the quality remarkably high.
People look at their mobile vertically 94% of the time and vertical video viewing has grown 600% during the past 5 years. This growth in consumption meant that the Nespresso Talents vertical brief was relevant, contemporary and of great interest to young filmmakers worldwide. Nespresso Talents 2016 represents the first global vertical short movie contest in the history of video crowdsourcing.
The project was launched in February 2016 at the Berlinale Film Festival and the 3 selected videos were showcased during the Cannes Film Festival in May 2016.
This is the story of 1,660 filmmakers from 40 Countries, 67% of whom were under 30 years old. This amazing crowd produced more than 384 short movies to tell their own “Extraordinary” to the world.
Creative phenomena like this are possible thanks to the Userfarm crowd, made up of incredible talents like Francisco Najera, one of the 3 filmmakers celebrated by Nespresso in Cannes. Francisco will be on stage too at Eurobest, to tell his vision of the “Extraordinary” through his moving short movie “Scars”, a powerful self portrait that with an unexpected identity story.