When it comes to crowdsourced advertising, we are typically not fans. The mass-produced advertising that involves your below-average YouTube/iMovieMaker producer creates ads that are not very impactful, are a potential waste of money, and have a serious need for basic storytelling.
But when it comes to crowdsourcing material from a community of storytellers, that is a different story. We dig it.
We've highlighted the artist community hitRECord once before, and we've been following it personally ever since. It is an online community that gathers musicians, artists, poets, lyricists, producers, storytellers, painters, and everyone in between to work on collaborative projects. Music videos, television shows, poems, and stories have come out of hitRECord, and some of them have been mesmerizing. The hitRECord project is led by Joseph Gordon-Levitt, and in the video below he announces that the artist community hitRECord has partnered with LG to do two things: a three-minute short film, and a 30-second TV commercial.
How interesting! The "in-between moments" are those moments where we catch the self-awareness of society around us, or we give in to whatever internal tune or rhythm is within us. In those moments we can be wholly internal, or external, feeding off our environment.
What's in it for LG? Surely this isn't some altruistic notion for the company. And it's not. LG is looking to highlight budding artists and musicians throughout the campaign. Also, LG is selecting a couple of community members to shoot their selfie posts on their phones.
Product placement is a hell of a drug. And an effective one, too.
With mobile continuing to grow, this type of campaign for the mobile company only makes sense. Good for them to find hitRECord and pitch this campaign.
The projects, as of this post, are well under way, with several requests already in. It will be interesting to see what creative collaboration LG chooses to use.