Documentary chronicle — video recording of real events. The scale can be different: from pivotal historical upheavals to family weekends. The chronicle is filmed in order to preserve the memory and show “how everything was”.
Documentaries are sometimes assembled entirely from archival footage. A recent example: the film Apollo 11 by the American director Todd Douglas Miller – 1.5 hours of pure chronicle about the first team that landed on the moon. No voice-overs, no interviews, just old NASA tapes and audio recordings.
In working with a documentary chronicle, the advertiser, of course, wants to attack, if not the NASA archives, then thousands of recordings of sports competitions. As Wieden + Kennedy did in the work on You Can’t Stop Us for Nike.
But if there is no resource for such large-scale campaigns, you can focus on the history of one group. And here there are at least two options:
TELL ABOUT OTHERS. Title partner and official beer of the Six Nations, Guinness has released a cool story about Tokyo’s first women’s rugby team. The BBDO agency worked on the 5-minute Liberty Fields film. For the video, archival videos from the 1980s were unearthed and supplemented with short interviews with female athletes:
A real-life story about a women’s team making its way to international competitions without a coach or a doctor has gone viral and received a sequel. Together with the British media Stylist, the Guinness brand founded the Liberty Fields Fund: young women’s rugby teams could fill out a questionnaire and receive financial support.
TELL ABOUT YOURSELF. It happens that you don’t even have to leave your own office for a powerful dock-roller. Chronicles from employees’ smartphones are suitable. If these employees are, for example, journalists.