September 4, 2015

Digital Heroes 2

We ask some of the lovely people who have been kind enough to champion us within their establishments to answer the same set of questions, to give us an idea of what makes them tick.




This month we speak to Pierre Paoli, EMEA Digital Strategy Director at Maxus, who helped us to realise ‘The Motherhood’ and ‘The Fatherhood’ videos for the Fiat 500L





What time do you get up?

7am – unfortunately too late for a morning run, so it’s straight to the office via a double espresso.

iPhone, Android or something more exotic?

Android. I like the concepts of open source, personalisation, and value for money. Given the fundamental impact smartphones are having on our lifestyles and global economy, it’s important that we try to keep a level playing field.

Social media: Banned from the bedroom or full scale addict?

Banned(-ish). We all have tens of social profiles (music, friends, work, gaming, blog) so balance is increasingly more crucial. For me, nothing beats a good book or film – so old school.

Speaking of old school, I recently read a brilliant article on Vice about the launch of new YouTuber magazine “Oh My Vlog!” which, to me, totally encapsulated how fast culture moves and how we sometimes, increasingly more, feel like a thousand years old!


What is your favourite piece of social video (UGC or branded) from the last 6 months?

Matthew McConaughey’s reaction to the Star Wars: The Force Awakens trailer was a highlight for me. Great acting, fun idea (which encouraged a new wave of lip syncs), great timing, enough said.

And this awesome piece of crowdfunded short film: Kung Fury

And more generally, all the pieces of UGC around #thuglife. Brilliant – power to the crowd!

What brands do you feel are nailing their tone of voice in this area?

Super geeky, but NASA (and other space and scientific agencies) are becoming really good at playing with social media and capturing people’s interest and imagination: New Horizons and Pluto dominating Instagram, Reddit, Twitter, Mars Curiosity getting good at it, and CERN with the Large Hadron Collider.

I also usually quite like Android with its “Be together, not the same” and Google Now campaigns, which totally nail the all so important smart and contextual dimensions of tech nowadays. I am obviously biased on this one. Facebook and Ikea are also doing really well at finding their voices.

What do you think the biggest changes in social video will be in the next 2 years?

Brands will have to become braver and push creativity and inspiration. Content and great ideas are more important than ever to drive desirability and loyalty in an on-demand, a la carte, digital world. If they face backlash, brands still tend to revert to default setting – push marketing – instead of learning from mistakes.

We all need to adapt fast to an increasingly fragmented social video landscape: Facebook for the older generation, Twitter for gen-Y and late Millennials, Instagram and YouTube for the youngest Millennials, and Snapchat and Periscope for teens – and that is just the beginning.

Brands are just starting adapting to multi-screen strategies, now they need to embrace multi-content strategies, juggling Instagram-type fixed images, Buzzfeed gifs, short and long form videos and interactive apps. It’s a brave new world out there.

If you could see one amazing thing on video in the next ten minutes what would it be?

Cartel Land, a new documentary from Matthew Heineman that looks totally gripping and thought provoking.