Top 5 brand videos June 2015: Dove, Finlandia Vodka, Deichmann, Google and Harlequin

Deichmann's Sneakers und Katzen viral brand video: kittens and sneakers pander to the internet
Deichmann's Sneakers und Katzen viral brand video: kittens and sneakers pander to the internet

Video content and distribution company Be On ranks the world's best brand videos in June.

Each month, Be On – a branded long-form video creation, distribution and measurement business and part of AOL Platforms – rates the top five global videos.

Be On's ranking is based on an internally developed scorecard, where the videos are evaluated based on six general criteria (Instant Attractions, Audience Retention, Storytelling, Shareability, Production, and Overall campaign) measuring the campaign's online success.

The rating is from 1 to 10, where 1 is the lowest.

1) Dove: Calls For Dad #RealDadMoments

Global beauty brand Dove celebrates dads in their latest Father's Day campaign. In the video they explore the idea that real strength is demonstrated through showing your emotions, as they give viewers a glimpse into the precious moment when they realise they are about to become a father.

The video is made up of precious moments posted by pregnant women as they surprise their partners with gifts and cards, revealing one of life's many miracles. It gives the video authenticity, which contributes to the video’s 16.5 million views.

As part of the campaign, viewers also have the opportunity to share advice and their own beautiful moments with the hashtag #RealStrength.

Those familiar with Dove may remember last year's campaign #RealDadMoments, a trailblazer that challenged gender stereotypes. We anticipate next year’s instalment will be another emotional video celebrating fathers in an authentic and original way.

Rating: 9

2) Finlandia Vodka: 1,000 YEARS of less ordinary wisdom

Featuring the world’s third-strongest man, who also happens to play ‘The Mountain’ in Game Of Thrones, vodka brand Finlandia, has taken a daring approach to their latest campaign.

The cast have a combined aged of 1,000, and all share one thing in common – the desire to push themselves to the limit.

Entitled ‘Wisdom’, this high energy viral is all about leading a life "less ordinary" and associates Finlandia with a strong thirst for life, one that only adrenaline or vodka can quench.

Created by ad agency, Wieden & Kennedy London, the combination of a thumping soundtrack and inspiring quotes from a wide variety of sources, advising people to "Be nobody’s bitch", packs a punch.

The campaign features a drag wrestler and kinetic sculptor, taking a diverse approach to its subjects.

With beautiful images of a man swimming across a stormy ocean and individuals pushing their bodies to the limit, this two-and-a-half-minute viral is well worth a watch.

Rating: 8.6

3) Deichmann: Sneakers und Katzen

Oliver Korittke is a 47 year old German actor and shoe enthusiast. In this video, he sets out to explode the internet going by the name President of Sneakers.

Joining forces with sneaker retail chain Deichmann, the campaign combines all the right elements for virality.

Roping audiences in with cute cats in abundance, bright lights and a 90s soundtrack, what is left is a love story like no other.

Aptly titled "Sneakers und Katzen" this two-minute video showcases the cutest kittens on the block, alongside some of the coolest kicks on the market. Even a baby hedgehog makes an appearance.

Deichmann certainly know how to capitalise on cat enthusiasts, begging the question – how could one not love the sneakers these little animals seem to adore?

‘Sneakers und Katzen’ creates a strange, fascinating alternate universe, which manages to stand out from a sea of cat video ads out there. As one YouTuber comments "Das ist sooooooo sxhoooonnn!!!!". Not one easily forgotten.

[Editor's note: Be On was responsible for the distribution of this video.]

Rating: 8.4

4) Building a Proud Community with Google My Business Scores

One brand pushing the boundaries of storytelling this month is Google.

Their latest campaign revolves around, in some ways, City Gym in Kansas City, which is helping people achieve the body they desire in a comfortable environment.

The owner, Hailee believes her gym "should be more than a place to workout, it should be a place to belong". Halilee has created a space where any group can feel comfortable and helps transgender clients to achieve the body they want.

What’s so special about this campaign is the way that the audience is taken by surprise.

The video begins with a young boy recounting fond fishing memories with a passed uncle. It soon becomes clear that the real story lies behind Jacob’s journey to becoming a man – a transformation facilitated by Hailee's gym.

Google demonstrates that a successful business comes from truly inspiring individuals, associating the brand with innovation, originality and diversity. Creative agency Venables Bell & Partners depicts the transition beautifully, using soft background music and strong visuals, racking up over 1.3 million views since the video’s launch.

Rating: 8.2

5) Harlequin: Escape with a Harlequin Romance Military Hero

When traditional print media embrace the possibilities of online video, fantastically unexpected things can happen. Harlequin, the juggernaut of printed romance literature, has taken to storytelling and the result is saucy, to say the least.

This series of films showcase the magical way a good book can overcome its reader, making their imagination run wild.

Harlequin display these scenarios as obviously on film as they do on the pages of a Harlequin novel, giving the viewer hot and heavy moments with just the right amount of cheekiness.

The campaign, called 'Escape the Everyday', seeks to rekindle passion for its products among the average female reader and is designed to communicate that there's something for everyone, from cowboys to soldiers, in Harlequin's wide range of books.

Running just 30 seconds, the videos are a great teaser into both the content and universe of Harlequin. This has all the ingredients to attract new audiences around the world seeking a thrill.

Rating: 8

Be On, a division of AOL Platforms, is an end-to-end video platform for brands that creates, syndicates and measures premium content and campaigns globally.

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