Branded Entertainment: Philips Launches Teaser for “Parallel Lines”

Branded Entertainment: Philips Launches Teaser for “Parallel Lines”

Philips and DDB will release a series of five thematically-linked short films online in April, as a follow-up to its award-winning interactive film Carousel.

Paloma M. Vazquez
  • 3 march 2010

Philips and DDB will release a series of five thematically-linked short films online in April, as a follow-up to its award-winning interactive film Carousel.  The teaser trailer, Parallel Lines, launched on the Philips Cinema website and respective Facebook page on Friday, prior to the series’ April 8th official launch date.

Parallel Lines brings together the talents of five filmmakers from RSA (Ridley Scott Associates) to develop five short films in the genres of their choice, including drama, action, animation, science fiction and thriller.

While the campaign’s thematic hook is under wraps until the series’ launch, the  short films will again strive to capture the cinematic experience that Philips’ flatscreen Cinema 21:9 TV set allows a viewer to enjoy.  The shorts are expected to capture an eye-catching technical bent to showcase picture and sound quality.

What makes Philips’ upcoming launch noteworthy is that it marks the third consecutive year the brand makes long-form entertainment the centerpiece of a campaign. Gary Raucher, Philips’ vice-president and head of integrated marketing communications,  states:

“We never talk about specific sales result.  But I can say all of our campaigns have measurable objectives and those objectives are tracked. We were very happy with the impact of last year and we have high expectations for this year as well.”

Parallel Lines promises to, at the very least, serve as another compelling form of branded entertainment.  Ideally, the April 8th launch will also serve as a strong follow-up to the interactive – and engaging – experience of last year’s Carousel campaign, in which the online frozen-framed loop video also integrated additional content, and user controls, to ultimately offer visitors the feeling that they were practically IN the movie – an experience that the Cinema 21:9 promises to approximate.

[via ‘Boards Magazine]


Brand Engagement At The Gates Of The World's Largest Open-Air Gallery

Asia Yesterday

Safe Drivers Rewarded In Japan With Free Coffee

Driving Barista is a new app that encourages Japanese motorists to put their phones down as they drive

Arts & Culture Yesterday

Michael Kors Has Designed Their Own Instant Camera

In a partnership with Fuji, the limited edition Instax Mini 70 comes in an exclusive metallic gold color


Get PSFK's Related Report: Future of Automotive

See All
Health Yesterday

Manage Your Emotional Health Through Your Phone

Pharmaceutical company Pfizer has created a new iOS app meant to help patients track mental progress and set goals

Food Yesterday

Delete Food Pics Off Of Instagram To Feed The Hungry

Land O'Lakes and Feeding America are donating meals for every picture of a meal taken off of the social platform

Related Expert

Ben Lerer

Media, Lifestyle, Venture Capital

Design & Architecture Yesterday

This Shape-Shifting Pod Could Be The Future Of The Cubicle

MIT and Google have designed a new form of work enclosure meant to offer privacy in open-office layouts

Advertising Yesterday

Billboard Spies On People As They Walk By

To promote the movie "Snowden," the advertisement broadcasts information on passersby without their knowledge

Fashion Yesterday

Anti-Pollution Scarf Helps Cyclists Ride Through Cities

An innovative system filters pollutants and its accompanying app monitors quality of the air


Future Of Automotive
Scenarios Driving The Digital Transformation Of An Industry

PSFK Op-Ed Yesterday

Energy Expert: How American Consumers Are Taking Control Of Their Power Use

Jennifer Tuohy, green tech expert at The Home Depot, discusses green home technologies and developments for renewable technologies in US homes

PSFK Labs Yesterday

New Mentorship Ecosystems Benefit All Levels Of An Organization

PSFK’s Future of Work report explores how technology is being leveraged to support cross-team communication

Automotive Yesterday

Volvo’s Self-Driving Trucks Will Soon Be Put To Work In An Underground Mine

The fully-automated vehicles are part of a development project to help improve safety for workers

Work Yesterday

Editorial Roundtable: How Will Companies Staff The Workplace Of The Future?

Managed By Q, Soma, Workbar, Primary, AltSchool and thinkPARALLAX examine the ways that a people-first workplace might disrupt the job hiring process

Arts & Culture Yesterday

Mischievous Drone Will Drop Paint-Filled Balloons On Targets Of Your Choosing

A German photography team developed the flying device to accurately deliver a payload wherever needed

Retail Yesterday

Snapchat Reveals A Striking Pair Of Video-Recording Sunglasses

Spectacles make memories from your perspective and transfer them to the app


Future Of Work
Cultivating The Next Generation Of Leaders

Financial Services Yesterday

This Peer-To-Peer Insurance Company Is Powered By Bots

Lemonade is a new product designed to lighten the paperwork and provide instant, helpful service when needed

Design Yesterday

Concept Artists And Scientists Form Partnership To Visualize The Future

The collaboration hopes to liberate ideas and innovations trapped in notebooks

Automotive Yesterday

Uber Could Be Bringing Vertical Takeoff Transport To Your City

The ridesharing app is looking into the development of nimble aircraft for urban environments

No search results found.