The Long of it…

Brands seek to forge emotional connections, so little wonder many are turning to a traditionally compelling format – the documentary. ...

Brands seek to forge emotional connections, so little wonder many are turning to a traditionally compelling format – the documentary. In a post-script to the Olympics, this session goes behind the scene on two long-form branded content films about the love of the game. One doc was part of CBC’s Sochi coverage, created in league with Canadian Tire, Sport Chek and Sports Experts, while the documentary series “The NHL Revealed” is an NHL-branded property involving Gatorade. The impact of these projects begs the question: in an attention-span-challenged environment, where viral buzz is fuelled by media innovation, what are the advantages of going long form and old school?


Julie Bristow

President & CEO

Bristow Global Media


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Jennifer Dettman


Executive Director, Studio and Unscripted Content

Canadian Broadcasting Corporation


Susan O’Brien

Vice President, Marketing

Canadian Tire


Moderating:


Mark Tomblin


Chief Strategy Officer

TAXI

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