company\u2019s website<\/a>.)<\/p>\n\n\n\nCreated in 72 hours, the 30-second video boasts music donated by indie band The Antlers. Against a video backdrop of the devastation caused by the March 11 earthquake and subsequent tsunami, the word \u201cthousands\u201d appears throughout the video, accompanying the phrases \u201cmissing,\u201d \u201cdisplaced,\u201d \u201cof volunteers,\u201d and \u201cof medical personnel.\u201d<\/p>\n\n\n\n
The word \u201cthousands\u201d is then abruptly replaced by the word \u201cOne,\u201d and the phrase \u201cis all it takes to make a difference,\u201d before the video urges people to donate to disaster relief fund either online or via text.<\/p>\n\n\n\n
The Red Cross work also aligns with Hank\u2019s commitment to humanitarian and eco friendly causes said Postnikoff (the name Hank is actually an acronym for \u201cHuman and Nature Kind\u201d). \u201cFor us it\u2019s really important that we have a reduced footprint in terms of our environmental impact, and the decisions we make as a company are always taking that into consideration,\u201d she said.<\/p>\n\n\n\n
Hank is currently working with what Marshall described as three \u201cmajor\u201d agencies (including a U.S.\u2013based shop) and is also doing some client-direct work with clients such as Crayola.<\/p>\n\n\n\n
According to Postnikoff, Hank\u2019s launch coincides with the digital realm\u2019s continued emergence as a destination not only for information but entertainment. \u201cWe saw the opportunity for brands to really engage with their consumer at another level from what they can convey in a 30-second broadcast spot,\u201d she said. \u201cIt allows brands to develop a deeper relationship with their consumer.\u201d<\/p>\n\n\n\n
Marshall said that Hank\u2019s objective is to develop \u201centertainment-skewed\u201d marketing concepts. He described Wieden + Kennedy\u2019s hugely popular \u201cOld Spice Guy\u201d campaign \u2013 which invited consumers to ask questions that were answered via a series of YouTube videos \u2013 as a perfect example of how a creative concept should be executed online.<\/p>\n\n\n\n
\u201cThe internet consumer is completely savvy,\u201d he said. \u201cAs soon as they see or hear any form of advertising they get their backs up. [Successful online advertising] has got to be something that works in the vernacular of your target audience, that isn\u2019t a blatant \u2018Buy this item.\u2019 What we want to do is really turn it into entertainment first, branded content second.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"
There\u2019s a new name in the marketing communications industry: Hank. Co-founded by senior creative director Chris Marshall and production head Dylen Postnikoff \u2013 who boast a combined 20 years of experience in motion design and production, most recently with Corus Entertainment \u2013 Toronto-based Hank Studios bills itself as a digital content company. According to Marshall, Hank […]<\/p>\n","protected":false},"template":"","press_category":[],"class_list":["post-6233","press_release","type-press_release","status-publish","hentry"],"acf":[],"_links":{"self":[{"href":"https:\/\/futurpreneur.ca\/en\/wp-json\/wp\/v2\/press_release\/6233","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/futurpreneur.ca\/en\/wp-json\/wp\/v2\/press_release"}],"about":[{"href":"https:\/\/futurpreneur.ca\/en\/wp-json\/wp\/v2\/types\/press_release"}],"version-history":[{"count":0,"href":"https:\/\/futurpreneur.ca\/en\/wp-json\/wp\/v2\/press_release\/6233\/revisions"}],"wp:attachment":[{"href":"https:\/\/futurpreneur.ca\/en\/wp-json\/wp\/v2\/media?parent=6233"}],"wp:term":[{"taxonomy":"press_category","embeddable":true,"href":"https:\/\/futurpreneur.ca\/en\/wp-json\/wp\/v2\/press_category?post=6233"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}