Pure definition of branded content. It’s content, it’s likeable, it’s creative, it meets brands’ objectives and it’s good enough to get PRIME TIME on a major commercial channel!
Brandarit (Buy This) is a TV series produced by TBWA Helsinki and FremantleMedia and aired by MTV3. The show tells a story about group of people working in an adverting agency. It does not take the industry too seriously though. Episodes are full of humor and sometimes over-the-top. Each episode shows creative and production work on a different brief for a different brand. Brands (like Nissan or Lidl) are real, commercials are really produced and aired during commercial break just after the show (which makes viewers wait for a break!).
At Eurobest judging panel we were all asking each other how was that possible nobody had come up with the idea before. This only means that concept is really great and that probably we will see local versions of Brandarit really soon.