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How we helped KACC share an environmentally conscious message with unconventional video production in Iran
We used advertising video production in Iran to show how KACC produces 8m cans every day
COMMUNICATION CHALLENGE
For various manufacturers, there comes a time when somebody somewhere needs to see how impressive its production facilities are. To resolve this, factory owners will polish up the machinery and then polish up the staff before sending in a production team to film the results. Kaveh Aluminium Can Company (KACC) approached us with the hope of doing all this for their impressive new production facilities in Iran. Their new facilities only produce 100% recyclable aluminium cans and boast an output of 8 million cans a day.
How to reach larger audiences with content creation in Iran
Our challenge would be to take a refreshing look at how KACC achieved its impressive output. In addition, we should focus on the environmental differentiator and the social responsibility aspects inherent in the values of KACC. By referring to these two aspects, we shall inadvertently appeal to the greater audience while inspiring other national manufacturers to take such concerns more seriously.
COMMUNICATION SOLUTION
To help resolve our communication challenge, we began by ticking all the usual boxes for a production line shoot. We filmed all the usual scenes: large machines with large outputs seen at artistic angles. In addition, we captured clichéd scenes of factory workers pushing buttons and holding clipboards. This is how it normally goes, but we don't do normal.
How to use video production in Iran to entertain and engage audiences
KACC has an impressive backstory and one that should not be limited to those somebodies somewhere. We realized that regular Iranians could feel a sense of pride in the production achievements of its nation, so we chose to emphasize that. To achieve this, we decided to tell the KACC production story entertainingly — to help also engage an online audience. In addition, we created a sense of involvement by occasionally relaying the social and environmental responsibilities of KACC.
How to make award-winning advertising video production in Iran
We told the KACC story at every stage of production. We took extra effort into showing scenes not on the factory floor to help provide a greater sense of the production process. To do this, we made a point of including office areas and dispatch. The scenes were deliberately clichéd, creating a juxtaposition with the voice-over. We used a narrator as a guide. Our narrator helped explain each scene — doing so in a Postmodern way. For example, our narrator would occasionally refer to the production of the video itself humorously. The self-referential technique would help engage the online audience by presupposing their thoughts.
COMMUNICATION RESULT
In short, we created a production facility video that told a different story, differently. The video was added to social media and achieved the desired result. Our wider audience not only watched the video but watched a lot of the video regarding retention time. Also, by relaying environmental responsibilities, at the manufacturing level, on social media platforms, we were able to educate and increase awareness of environmental issues.
Content creation in Iran that gets results
The final result was a real and responsible representation of a company that aims to do exactly as its slogan suggests: we can, we do!
Nomination Title: Sharing is caring
