Lo and Behold: Netscout launches branded film at Sundance Film Festival

by The One Centre

28

January, 2016

28th January 2016

Sundance Film Festival is one of the most celebrated independent film festivals in the world.

Naturally it was only a matter of time before brands started to muscle their way into this high profile event.

Not content with hosting exclusive screenings, sponsoring events and creating installations, brands have stealthily moved behind the lens to launch branded films.

Play video

Among the films that have been attracting attention at this year’s event is a documentary film called,“Lo and Behold, Reveries of the Connected World”.

Exploring the digital revolution and its impact on our rapidly interconnecting human lives, the film is causing a stir for a number of reasons.

Firstly, it is immensely topical. The film examines the power and fragility of our connected world and features leading technology luminaries such as Elon Musk, Bob Kahn and Sebastian Thrun. It ponders the impact of the internet, robotics, AI and the Internet of Things on human life and has been described as “playful yet chilling”.

Secondly, the film has been made by the legendary filmmaker Werner Herzog. Herzog, who has been called “the most important film director alive”, is known for his confronting and poignant films, which often explore humanity, human torment and the limits of human beings.

Finally, the film has been created in partnership with systems security company NetScout and its’ advertising agency Pereira & O’Dell.

This film brilliantly positions Netscout as the trusted experts of your connected world.

“Lo and Behold, Reveries of the Connected World” is a exploration of the impact of the rise of technology is having on human lives, all seen through the brilliant and unique lens of Werner Herzog.

The film has been described as a “complex portrait of our brave new world” which “wrestles with profound and intangible questions regarding the internet’s future. Will it dream, as humans do, of its own existence? Can it discover the fundamentals of morality, or perhaps one day understand the meaning of love? Or will it soon cause us—if it hasn’t already—more harm than good?

The film plays a central and significant role in launching Netscout’s new brand platform and positioning, Guardians of the Connected World.

Anil Singhal, Chairman, President and Chief Executive Officer at Netscout, said, “As technology changes the world, more and more companies must adopt digital transformation strategies. Those that do not, will be replaced. This film is a wakeup call to the world on how incredibly powerful and fragile connectivity is, and Werner has done an extraordinary job bringing the message to life.”

The film premiered on January 23 at the Sundance Film Festival.

Play video

Werner Herzog is known for films which examine the human spirit like: ‘Grizzly Man’, ‘Into The Abyss’ and ‘Encounters at the End of the World’. So he seems a surprising choice for a film about the Internet made by a cyber security systems company. But that is the brilliance of this project, it’s a film about the impact of the digital revolution on humanity and that makes Herzog the perfect choice.

Interestingly this project did not start as a documentary film, but with Herzog onboard it quickly became clear that to him that he was making a “powerful and extraordinary film”.

Herzog says, “What started out as interviewing a handful of subjects about the state of connectivity, quickly turned into a cornucopia of footage that was destined to become something much bigger.  The project took a life of its own, and size, and substance, and everything pointed to the direction of a feature length documentary.”

Herzog is no stranger to branded entertainment. He lent his superb storytelling skills to AT&T’s very worthy ‘It Can Wait’ campaign, which targeted mobile phone use while driving. Herzog created the devastating documentary film ‘From One Second to the Next’, which has been viewed more than 3.2 million times on YouTube.

“Lo and Behold, Reveries of the Connected World” is also a product of the brilliant minds at Periera & O’Dell, Netscout’s advertising agency. Pereira & O’Dell also have significant form when it comes to branded entertainment having worked on Intel & Toshiba’s award-winning social films series, including The Beauty Inside. The agency also created Coca-Cola’s Crossroads series and Skype’s Stay Together films.

The result of teaming Herzog and P&O’D  is a highly creative group of people with significant understanding about how to create compelling storytelling for audiences, as well as how to weave a brand into the mix without diluting the film’s message and authenticity.

Herzog is a huge boost to the authenticity of the film. He is immensely respected and has been critical in the past about the presence of brands and marketing within the creative industries.  When he signed on to AT&T’s project it was because the film was not trying to “sell anything” and was all about raising awareness.

In this regard, Lo and Behold, Reveries of the Connected World, is not about a direct sell and is also about generating awareness. However, arguably the potential commercial gains for Netscout are significant.

The aim of the film is to generate awareness of the reality of our modern world and to create a greater level of understanding of the possibilities and the dangers that lie ahead. In creating this film, Netscout positions itself perfectly as the trusted experts of your connected world. These trusted guardians can swoop in and advise on how you and your company can install systems to protect yourself.

It’s a brilliant piece of positioning by Netscout and outstanding work by Pereira & O’Dell.

Dave Arnold, Executive Creative Director at Pereira & O’Dell, said in a statement, “As storytellers, we set out to interconnect the truths of a pervasive brand such as Netscout with the collective psyche of popular culture. This film will bring a mass audience to a deeper understanding of the health, capacity and security of our digital infrastructure.”

Without seeing the film it’s hard to comment further on how successful this is from a brand perspective, however, it’s worth noting that critics have praised the film. In a further sign of its appeal, Magnolia Productions have acquired the worldwide distribution rights.

This is an immense and ambitious project by Netscout and it is, by all accounts, an impressive success. This is certainly one to watch out for.

Credits

Article By: The One Centre
Ideas and innovation company
Twitter @onecentregroup

Share

Share on Facebook
Share on Twitter
Share on Linkedin
Share via Email

Related Stories

Products

Forget ‘stoner’ – MedMen is taking marijuana mainstream

News

Four pillars of brand success – John Ford writes for Startup Daily

Collaborations

Virtual celebrity Lil Miquela partners with Japanese label Ambush

Content

Oakley’s ode to obsession

Advertising

"Will finds a way" with Under Armour

Environments

Kengo Kuma is purifying the air at Milan Design Week

Architecture

Facebook is building Willow Village. Would you live there?

Advertising

Apple recruits Spike Jonze to welcome you home

Products

Dot Watch is disrupting the Braille market

Architecture

Is Hyundai Pavilion the darkest building on earth?

News

The One Centre presents ‘Disruption Needs Construction’ at Sydney Design Festival 2018

Environments

Nissan brings its tech to life with self-driving slippers

Content

Outdoor apparel brand Patagonia to sue the Trump administration

News

The One Centre is hiring creative directors. Here’s our manifesto.

Environments

Tiffany & Co brings Breakfast at Tiffany’s to life with luxury collection

Music

Behind the scenes of OK Go’s ‘Obsession’

Content

The North Face combines daydreams and free skiing stunts in a mesmerising film

Technology

Nike is fighting bots with augmented reality

News

"The only way is up" - John Ford writes for Mumbrella

Architecture

Fashion house Yves Saint Laurent opens a museum in Marrakech

Content

Volkswagen explores the father/son relationship in an emotional film

Technology

Meet Norman, a WebVR tool for doodling in space

News

“Give Dove a break” - John Ford speaks to CMO magazine

Advertising

Guinness saddles up Compton Cowboys for latest Made of More film

Environments

Minimalist Japanese brand Muji expands empire with fresh food market

Technology

Teenage Engineering

Art & Design

A forest where gods live

Products

Louis Vuitton teams with Supreme for ultimate brand collaboration

Technology

Technological Nature

Technology

Playful Palette

Advertising

Nike creates graphic feast for Air Max

Advertising

Volvo returns to safety positioning in masterpiece film for the new XC6O

Products

Ikea to employ Syrian refugees in social sustainability project

Content

Screens of the future

Architecture

Apple’s extravagant new campus brings brand values to life

Products

Transformative Appetite

Entertainment

Dove launches Real Beauty Productions to tell stories of real women

Technology

Rapid Liquid Printing

Special Review

The brands coming out to support the LGBT community

Entertainment

Abstract. The Art of Design

Advertising

Target creates mini-musical spectacular for Christmas

Art & Design

Nissan creates mobile workspace

Advertising

Lincoln Motor Company taps Annie Leibovitz for campaign

Experiences

Braun creates hypnotic installation for London Design Week

Entertainment

BMW Films returns with an explosive short film

Experiences

Adidas Republic of Sports launches in China

Technology

Convert the world around you to Pantone with the new Pantone App

Experiences

Moleskine opens a cafe for creatives

Advertising

We're the Superhumans: Channel 4 returns with film series

Products

Activewear brand Lululemon expands into beer

Experiences

Tiger Beer launches NYC pop-up store to showcase best of Asia

Advertising

P&G rolls out strong film in ongoing Thank You, Mom campaign

Products

Ikea launches brand collaborations

Products

Adidas creates sustainable shoes made from ocean plastics

Content

Google launches 360-degree interactive animated short film

Music

Coca-Cola makes music with W Hotels

Advertising

Save The Children returns with harrowing refugee film

Art & Design

COS creates "show-stopping" installation

Environments

Uniqlo aims for Utopia with flagship store relaunch

Technology

McDonald's transforms Happy Meal toy into VR experience

Architecture

Samsung launches immersive brand experience store

Entertainment

Lo and Behold: Netscout launches branded film at Sundance Film Festival

Art & Design

Burberry teams with Apple to launch dedicated Music channel

Experiences

Apple Watch creates blooming installation at Selfridges

Experiences

Nike targets women with luxury workout experience

Art & Design

HSBC soars in stunning elevator film

Experiences

The Four Seasons Jet is the ultimate brand experience

Experiences

Savage Beauty: Iconic Alexander McQueen honoured in exhibition

Content

Samsung film is a beautiful tribute to the power of technology

Experiences

Converse creates global exhibition to celebrate iconic shoe

Experiences

Leica and Moncler create Monumental exhibition

Advertising

Wind Mobile celebrates human connections

Products

Lego targets architects with new product range

Products

GE revives iconic Moon Boot to celebrate role

Experiences

Nike's ‘Phenomenal’ World Cup experience

Architecture

Louis Vuitton Museum: a new level of branded art

Experiences

GQ to groom men with branded barbershop

Experiences

BMW's iconic Art Cars Project launches global tour

Art & Design

Chipotle turns to literature in new project

Entertainment

Cornetto spreads the love with film series

Music

Stella hits high note with Chalice Symphony

Experiences

NRMA opens Crashed Car Showroom

Content

Intel urges audiences to 'look inside' in film series

Content

Net-A-Porter launches glossy print magazine

Entertainment

The Lego Movie hits cinemas worldwide

Advertising

Guinness creates short film 'The Sapeurs'

Products

Dom Perignon and Jeff Koons create art

Content

Patagonia film celebrates the stories we wear

Experiences

Louis Vuitton's controversial exhibition

Advertising

Chipotle wages war on Big Food

Content

AT&T's brutal new film to stop texting and driving

Content

BA tugs the heartstrings with Visit Mum film

Advertising

Leave the world behind with Volvo

Content

IBM & The World's Smallest Film

Environments

Burberry merges digital and physical worlds

Advertising

Iconic landmark is on song with The Ship Song

Entertainment

Bond's Skyfall is ultimate branded entertainment

Entertainment

Red Bull goes Stratospheric

Experiences

Audi showcases the future in Spheres

Entertainment

AT&T unveils transmedia experience Daybreak

Experiences

Google experiments with art and science

Experiences

GE asks Australians for Two Words

Music

Coca-Cola Moves to the Beat of London

theONEcentre

Strategy + Artistry

Ground Floor,
71 York St
Sydney NSW 2000
T +61 2 8096 9700
hello@theonecentre.com

for updates on The One Centre Group and our publications.

Back to top

theONEcentre

Strategy + Artistry