3DS (the successful French 3d software company Dassault Systemes) has released an ambitious online video project documenting the inception and execution of a plan to transport an iceberg from Greenland to the Canary Islands to deliver fresh Arctic drinking water!
While most online brand content is wisely limited to a short timeframe, usually 2 minutes, (and seldom more than 5 minutes), 3DS has made an engaging documentary running to just under an hour.
The Iceberg Project, directed by Jean-Michel Corillion, shows that online video can still be engaging even with longer running times. It’s the sort of documentary entertainment for which you’d happily give up an hour of your evening.
With online video charts increasingly including longer video views (the Joseph Kony documentary was half an hour long and has received more than 110 million views online since Febraury 2012), it looks like brands are now investing in more engaging online video content which they can control more directly. Indeed, to view the full hour long Iceberg Project film, 3DS ask you for a few details gathering potential user data for their own marketing, though they’re unlikely to end up cold-calling you unless you’re a big engineering firm!
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