“Pinning Green Colours to the Mast”
From an outsider’s perspective, Vodafone’s recent brand video offering may seem par for the course: a multinational communications behemoth erecting a new phone mast in an idyllic country location. Indeed, events like these presumably aren’t often considered the most valuable of moments for communications businesses to publicly illustrate brand values representative of a new strategy. For obvious reasons.
However, after committing to slash U.K operational carbon dioxide emissions to net zero by 2027, Vodafone have manufactured an opportunity to reframe the narrative both in terms of those typically visually jarring apparatus of infrastructure we see dotted throughout our countryside, and its own brand. Interspersed with to-camera pieces by Vodafone’s U.K network director and partners, solid production quality carries this story swiftly from unloading to assembly. Wide-angled drone camerawork affords audiences a unique birds-eye-level view of how the turbines capture their fully sustainable drive. It’s this perspective, of reworking the old tech into environmentally coordinated innovation, that come to the fore.
A study of Vodafone’s YouTube platform and it becomes clear that this telecommunications company are also a formidable technology disrupter, and it’s through efficient, yet simple, brand videos like this one that they are gaining lift in online reactions. Similar candidates in this field might appreciate how these types of pieces, that celebrate a business’s ability to renovate inwards, might one day contribute to why these constructions will be viewed by passers-by as a green and renewable mode of connection, and Vodafone as not only a phone network provider.
