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Feedback on some Zinio Videos

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Zinio is ecstatic about their Zooppa competition. They called it “One of their best creative/marketing spends ever”, and now I’ve gotten a little more feedback surrounding some of the videos. I’m trying to get them to expand on their enthusiasm for the print work as well (which I think is some of the best work the community has done).

It can be good to get feedback on Zooppa submissions – even if they are not your own. This is a chance to get inside one of our clients’ heads, and see what they’re thinking about when they’re creating an advertising campaign.

In any event, here is a bit of feedback about six of Zinio’s favorite Zooppa video ads.

rpgamer2003, Space and Air



Yes:

originality, beauty & subtlety
general art quality, polish, and production value
exceedingly well-selected typography
film score, the quality of, and notably the elegant syncopation of events and hits in the score
the cleverly placed umlaut atop the long O in “global”–a well-timed wink, but not a petty “gotcha” moment
the pop to clarity on “a completely new way to read”
Intuitive introduction of colors, motion
the sparse and effective copy throughout

No:
Smokestacks: Bad for people, bad for brands.



reellance, At My Side



Cumbersome piles of print magazines were the most frequently used objects in both the video and print collateral produced for this contest, but little else can be said ill of this entry.

Comprehensively, the video has a whimsical quality, both for the magic-realist towers of magazines and for the Yann Tiersenn (esque?) score. The video is casted with well-chosen location shoots, with a great diversity of readers young and old, in comically diverse reading environments—the wagon, the airport bathroom, the marital bed. This video was the most successful of all entries in expressing Zinio’s explicit value proposition to audiences by showing and not telling outright…wordlessly, and with some imagination and buoyancy.

The production quality seems to dip if only slightly at 17 seconds, with the introduction of the stills, and a few shots of the device / application that seem less polished than the fixed-cam shots early on. This is referenced with my appreciation of the tight editing in the end sequence, and my sympathies for the difficulty of shooting LCDs, mobile devices, applications in general.

Yes:

great scene to logo transition / animation
worldess but informative
showing not telling
witty but not funny ha-ha
warm, on-location lifestyle themes
cultural anthropology / broad demographics, broad appeal

No:

still shots as filler
mixed-quality device shots



drumbum, Trying Too Hard



This was a favorite at Zinio mostly for its humor and originality. It’s funny, but not in the slightest bit cynical or ironic, which is an achievement. Equally, the video plays right to a core demographic for digital media brands like Zinio—young, urban males. The two leads seem believable, with good faces for comedy.

Some camera work is a bit novice, moving between what might be handheld, and might be a shaky tripod—a shame, because the POV / steady cam work in the closing sequence is one of the better device shots from the competition (38 seconds).

The “Aha!” moment at 30 seconds moves cleverly from the tense Classical swell to a well-timed guitar change-up that somehow isn’t quaint or over-familiar. As with our other favorites, this is a less-obvious way of looking at our digital product in an analog world.



JesseLopez, We’ve Got You Covered



Another fun concept, and an appeal towards the young, urban male (with whom it resonated at Zinio). This video has in imagination what it lacks, only modestly, in production value.

Yes:

a great concept, with good execution overall.
a good “brand story”–the idea of our user experience being composed by a reader’s environment and influences.

No:

the poor blond girl, trapped forever in a dystopian pre-3G iPhone, à la 1982’s Tron, or A-Ha’s “Take On Me” video. The simulated iPhone application experience is convenient for purposes of the video, but not ideal for Zinio.



bigT, Awaken Your Mind



We give this video credit for creating an unusual aesthetic, and using lots of motion. We were fond of the single, broad pan left, that differentiates a anxious, confounded and disorganized print reader from a relaxed and confident digital reader. The letter scatter / fake anagram is well-executed. The video says something without saying too much.

Yes:

brief, punchy
interesting aesthetic

No:

logo treatment at the finale

Meme E

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