What is
BRANDED SHORTS ?
As the only international advertising film competition in Japan
In an age when it has become increasingly difficult to engage with customers through traditional communication means alone, companies and their customers are undergoing major changes in the way they transmit and receive information. Communication between companies and their customers have changed dramatically, and an increasing number of companies are now focusing on visual marketing. In particular, branded films are attracting attention as content that can combine “value for consumers (entertainment and usefulness)” with “messages and principles” from the company or brand. In 2016, the Short Shorts Film Festival & Asia (SSFF & ASIA) established the branded film category as part of an international short film festival and established BRANDED SHORTS as an official competition to recognize these films. As the only international advertising film competition in Japan, SSFF & ASIA continues to create new avenues for the growing field of branded films. This year, we received 687 entries (International: 564, National: 123) from around the world. 15 films were nominated for the International Competition and 9 for the National Competition. From these nominated films, the “Branded Shorts of the Year” award will be presented to outstanding branded movie selected by a panel of 7 jurors based on 8 criteria. The winner will be announced at “BRANDED SHORTS 2022” on Tuesday, June 14. On the same day, a talk session will be held by the jury members who will discuss this year’s trends and the potential of BRANDED SHORTS. At the same time, the winner of the 11th VisualTourism Award, (Japan Tourism Agency Commisioner’s Award) will be announced. An online event with the participation of the five finalist regions will be streamed on May 26, Thursday.
Since first calling for short films by corporations and organizations, already 10 years have passed.
After a decade of trial and error brought by the internet, the potential of visual images beyond commercials seems to have found a clear outcome.
When 100 people encounter advertising,
to aim for all 100 people to receive the same information without discrepancy
has always been considered strong creativity.
On the other hand, film gives different impressions depending on the viewer.
And the more diverse it becomes, the richer it is said to be.
Branded Shorts is a hybrid of advertising and film.
While having a purpose like advertising,
it aims for a rich relationship like that of a film.
It doesn’t look like an advertisement, but accepts various impressions.
It’s acceptable to be different each time you watch it.
It’s acceptable to have any impression.
It’s good if the discussion deepens from there.
Such advertising was impossible before.
Last, but by no means least,
Branded Shorts are created under free conditions.
By making use of every element such as duration, composition, and setting,
companies can freely convey their own colors.
Then, the personality of companies and organizations is beautifully reflected (or revealed).
Branded Shorts
This is a new possibility for advertising.
―BRANDED SHORTS 2024 Jury President Takuma Takasaki
Award
International Competition Branded Shorts of the Year
Award given to the best BRANDED short film from outside Japan chosen based on eight criteria: essentiality, ability to change perceptions, shareability, strength of message, viewership retention, originality, timeliness, and memory retention.
National Competition Branded Shorts of the Year
Award given to the best Japanese BRANDED short film chosen based on eight criteria: essentiality, ability to change perceptions, shareability, strength of message, viewership retention, originality, timeliness, and memory retention.
HR Competition supported by Indeed HR Best Short Award
Award given to the most engaged short film based on the criteria of Purpose, Corporate Appeal, Message, Sustained Viewing, Originality, and Memory Retention chosen from branding perspectives that lead to recruitment.
Deloitte Digital Award
Deloitte Digital and Committee for Short Shorts will select Deloitte Digital Award, with theme of “fusion of digital and humanity” under the following criteria: Purpose, New, Design, Human Experience and Engagement.
Visual Tourism Award, Japan Tourism Agency Commisioner’s Award
Among tourism promotional films, movies, and videos produced in all 47 prefectures in Japan, the Visual Tourism Award, Japan Tourism Agency Commissioner of Tourism Award will be given to the most creative, promotional, and topical work, based on the perspective of tourism promotion.”
Judging Criteria
Branded Shorts of the Year
“Branded Shorts of the Year” will be selected from each category by a jury gathered from across boundaries of the advertising, film, and other related industries from the BRANDED SHORTS 2022 international and national category nominated short films. Judging criteris: essentiality, ability to change perceptions, shareability, strength of message, viewership retention, originality, timeliness, and memory retention.
Operating company: Pacific Voice Inc.