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- Agency: Ogilvy
- Location: New York
- Client: British Airways
- Name: Yourope
- Category: Interactive web film
- Why I like it: It’s a bit baffling to me that we don’t see more of this. For all the talk of interactivity, web films are still mostly one way-affairs. And yet, this “choice” functionality breathes enormous energy into the storytelling, and gives the viewer a sense of immersion that is enthralling. Behind the scenes, it can be logistically complex to pull this off, but the viewer experience is seamless: You’re hooked early (notice that the first video is only 19 seconds…who doesn’t have 19 seconds to spare?) and all at once you’re living the story (which is credibly enabled by BA, of course!), interacting with the platform, and engaging with the brand. Storytelling and technology working together to achieve the holy grail of branded entertainment! Fantastic – much congrats to my colleagues in Ogilvy New York for pulling it off!