‘Being Henry’: An Interactive Film By Range Rover
Land Rover and Brooklyn Brothers offer PSFK readers an exclusive advance screening of the brand's first interactive film, 'Being Henry,' before its launch on Thursday, May 5th.
Land Rover, The Brooklyn Brothers London, Somesuch & Co with director Nick Gordon and Less Rain have collaborated to produce Being Henry, a fully interactive ‘Action –Love – Fantasy – Comedy – Adventure’ film about choices. The online film affords viewers the opportunity to make Henry’s choices, via a choose-your-own-adventure style interaction. Leo Fitzpatrick of The Wire plays Henry throughout the film’s nine different story lines and 32 potential endings. Starting out as a an apparently normal, mundane day, that story may escalate from deciding on breakfast cereal to shooting rats to being kidnapping and tortured by instrument of choice, among others. The outcome depends on the viewer’s choices on Henry’s behalf.
The theme and idea behind the interactive film – choices, is meant to embody the wide variety of options available the Range Rover Evoque. Ultimately, the choices made by the viewer on Henry’s behalf translate into their perfect car. Very subtle color, situational and emotional references in each choice are used to compile a personalized auto recommendation to each viewer.
The film, which is part of the Pulse of the City campaign we’ve covered previously, is due to be launched to all English speaking markets on May 5th; this 24 hr advance screening is exclusive to PSFK readers, before the campaign’s global roll-out. The film, along with the overall Pulse of the City campaign, represent a major shift by Range Rover in terms of brand tonality and target, allowing it to engage a younger audience than what it traditionally has appealed to.
The Land Rover – Brooklyn Brothers London collaboration has resulted in a highly customizable, unique piece of branded content and interactive storytelling. We find Being Henry interesting because of its interactivity and for its subtle and final integration of the auto’s features and benefits at the film’s conclusion. Proof that branded content can be both entertaining and relevant to and informative of the brand that sponsors it.
The video can be viewed by PSFK readers here: Being Henry – Presented by Range Rover Evoque (username: henry password: choices)
To move beyond novelty activations and one-time gimmicks, PSFK equips marketers with the insights, templates and analytics to develop high-reach campaigns that meet consumers in the moment, collect and build upon experiential data, and build scale through content creation.