- Raffaello engaged with more than 260 filmmakers at HUMAN Films; Emirati student at American University in Dubai is one of the winners
- HUMAN Films provides a platform to Middle East filmmakers to create insightful, culturally relevant content for brands
UAE, Dubai, Oct 20, 2016: Leading Italian confectionery brand Raffaello recently partnered with HUMAN Films, the Middle East’s first crowdsourcing portal for video content. Raffaello engaged with more than 260 filmmakers at HUMAN Films for video content concepts and to generate creative, culturally relevant, branded ideas.
Crowd sourcing is a great medium for content creation and new idea generation. This is a bold move away from relying solely on agency or in-house talent, which could develop biases and fatigue over time, or miss the fundamental concept of connecting at a human level, due to the constant proximity to the brand.
The brand manager of Raffaello, Marika Magri, explains why the brand chose to crowd source content: “The idea is very refreshing and it was a great pleasure to work with the community at HUMAN which represents diverse nationalities, reflecting the true nature of the Middle East market. It offers marketers access to multiple viewpoints and creative expressions. The top submissions were from the UAE, Egypt, Lebanon and Jordan.”
One of the winners, Rasheed Hattab, an Emirati student at AUD says, “It was a great opportunity for me to use my creative skills and come up with an idea which I would like to watch on social media. We need more of such opportunities to express our ideas and showcase our talent.”
Rakesh Kumar, the CEO of HUMAN Films, says, “This is the age of democratization of content and it needs to come from the consumer. We are trying to break the myth of lack of creative talent in the region and we need to give a platform to filmmakers to express their creativity and be a part of creating social media content.”
Crowdsourcing for ideas is a very popular international concept however crowdsourcing for video content is a revolutionary concept in the region and a fairly new concept globally.
