
As an entertainment, marketing, and sustainability lawyer and advisor, I have always
been fascinated by the intersection of branded and original content. Brands are
increasingly tapping into top producers and influencers to replace 30 second
commercial spots with premium content that extends beyond broadcast and onto social
media giants like YouTube and TikTok. On the flip side, beyond the obvious examples of
feature films centered around brands — eg The LEGO Movie, The Super Mario Bros.
Movie, Barbie — filmmakers have been partnering with companies through product
placements to better simulate the “real world” and creatively offset production costs for
decades.
As our society faces increasing pressure to reduce our environmental impact, we’re
seeing brands often blur the line between promoting genuine sustainability efforts and
greenwashing—a tactic that exaggerates eco-friendly claims. The next generation of
consumers is increasingly skeptical of this, checking on everything from ingredient lists
to company backstories.
The film and TV industry can play a critical part to offset some of the greenwashing
that’s going on by rethinking their role within the product placement industry. By
showcasing higher impact brands in their projects, they can creatively weave
environmentally friendly choices into storylines and highlight sustainable solutions, all
while potentially saving on production costs.
SUBTLE AND SELECTIVE >DOOM AND GLOOM
There’s a common misconception that sustainability stories are only filled with doom
and gloom, leaving audiences overwhelmed and paralyzed into inaction. But every story
has the potential to encourage sustainable best practices. Movies and TV shows have a
big say in shaping what we think is cool and important. By choosing which brands they
support and seamlessly integrating sustainability into their stories, they can inspire
audiences to make eco-friendly choices and back truly sustainable brands. This can
lead to real change in how people live and what they buy. This is often more powerful
than an overt PSA, as it normalizes best practices within the fictional realm of the show
we’re enjoying. Since the shows we watch often imitate our own world and consumption
behavior, sustainable product placement offers us a chance to showcase an aspirational
world we should aim to live in.
GO VIRTUAL
With groundbreaking technologies emerging daily, productions can take their product
placement strategies an environmental step further by using virtual product placements
to digitally insert products on-screen during post-production, reducing transport
emissions, logistical issues, and costs. When done right, it’s a climate win-win.
OFF-SCREEN AMPLIFICATION
Sustainable brands don’t always need to be directly integrated into the project to offset
productions costs. Project marketing teams can leverage brand sponsorship dollars as
well, integrating them into behind-the-screens exclusives, interviews, and other social
media promo. Marketing campaigns can pursue many different avenues to integrate
and spotlight eco-friendly choices, while simultaneously offsetting a production’s
marketing expenses.
MORE WAYS TO WALK THE WALK
Productions have myriad ways to make sustainable choices on-screen and this goes
beyond highlighting eco-friendly products.
Some of your favorite shows and studios have already started to make important on-
screen statements by eliminating single-use plastic, normalizing recycling and
composting, reusing wardrobe across scenes and episodes, having characters whip
around in EVs, and showcasing characters enjoying plant-based options. These
practices allow the audience to enjoy the show for the show, while subtly celebrating
and destigmatizing sustainable practices that people can feel inspired to incorporate
into their own lives.
RESPONSIBLE STORYTELLING
Storytelling is what distinguishes humans from the rest of the species on our beautiful
planet. With that, comes the responsibility to not just tell the stories of who we are, but
also of what we can become, one storyline (and product placement) at a time.
Let's continue the conversation at #HCS24. Grab your ticket here today: https://bit.ly/hcs24tix and let's connect on SwapCard, the official event app for #HCS24.
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