The line between the very advertising and content – creative and content, if you will – is not always clear. Thinking about Kenco’s Coffee vs Gangs initiative, I do wonder where that line is exactly. There is a 60 second ad, which could be seen on television and cinema as well as online, but there is a series of video stories and news about the 20 participants in Kenco’s initiative who’ll spend some 11 months in total, learning about coffee farming in Honduras in order to give them better choices as they live their lives in a difficult environment, to say the least. Unsurprisingly, although the stories are real, the participants have had to hide their real names.

So, it makes me think. Would this material lend itself to a traditional advertising campaign on its own? And would it risk being sensationalised if so? I think it might. And the development of this idea in longer content formats, across a longer period of time than the average ad campaign, is the best way to do justice to this idea and these powerful stories. In the end, that ensures Kenco is giving the consumer a platform to hear about something new and thought-provoking which, often, defines value for many.

Philip’s response forms part of the latest report being compiled by BOBCM curator Justin Kirby for the next edition of the Best of Branded Content Marketing. You can find out more about the report, the responses to date and even participate yourself here.

Check out Justin’s interview here on BOBCM with Ogilvy’s Rory Sutherland where he also talks about how there are some problems that can be solved only by long-form communication, and how the problem that advertising is trying to solve may not be simply to increase sales, or even increase saleability, but to reduce unsaleability.

If you’d also like to share an example then please tweet via @juzzie using the #BOBCM hashtag or get in touch through the contact page.