BRANDING NEWS: Vimeo launch brand creative fund
The video platform, Vimeo, has launched its Brand Creative Fund product, a new resource for brands to develop brand-enabled video content.
Vimeo say each Brand Creative Fund engagement will be customised to support brands’ specific objectives, empowering marketers to create and distribute quality original video content to Vimeo’s audience of over a hundred million monthly viewers.
The inaugural Brand Creative Fund project is a partnership with The Lincoln Motor Company, which turned to Vimeo to support its year-long “Hello, Again” campaign.
Designed to help re-launch the 90‑year old automotive brand, “Hello, Again” encourages consumers to reimagine the brand by seeing everything that’s old as new again.
To help communicate this theme, Lincoln tapped into the creative power of the Vimeo community and commissioned four outstanding filmmakers to develop a series of short films that tell a story and offer distinct creative interpretations of “Hello, Again.”
The films will be featured on a customized brand channel and will each be accompanied by its own behind-the-scenes production that highlights the creators’ work and vision.
Dae Mellencamp, Vimeo president said: “As exciting as this is for Vimeo, it’s even more so for the creators that comprise our community. The Brand Creative Fund is all about opportunity as Vimeo is connecting brands with creators. In addition to being compensated for their work, this is an opportunity for creators to broaden their portfolios, and in many cases, a way to jumpstart their careers.”