The dark side of case videos
OMG, this week is Cannes. You can see this by your flooded twitter timeline and by the hugh amount of case video that are suddenly popping up everywhere. I totally agree that case videos are the best way to showcase your work. You can get information across in a handy and understandable way but there is also a dark side to it. Case videos and their producers can influence the audience with film, motion, voice and music. Whenever we see a case video that succeeds to trigger our emotions we run in danger of losing focus and questioning the stuff that we see. Johannes posted a short clip about this, which I found quite interesting since I just watched a documentary by Adam Curtis yesterday and without noticing it I totally got hooked in by the emotions.
The point that I want to make is that we need to resist the emotional hooks of case videos and shouldn’t forget the question the content that gets showcased.
An example of this is the Homeplus supermarket case from South Korea.
By watching the video you get the feeling that the agency invented online shopping and home delivery for the supermarket. I just can’t believe this. It’s a way to complex task, just think of the internal process that you need to change at the value chain, introduction of an online payment systems and maybe even an app, the whole logistical nightmare of setting up a fleet of delivery trucks and getting the route management right. So, why don’t you say we put up some posters mit QR codes which brought more visitor to the online store?