For many, one of the standout YouTube stars of last year was bounding labrador Fenton, who chased a herd of deer around Richmond Park, paying no heed to his exasperated owner. Who doesn’t remember the owner’s cries of “Fenton – Jesus Christ!” accompanying the grainy mobile phone footage of his desperate chase?
Now, courtesy of the newly minted EE brand, Fenton fans can revisit the action in a ‘remastered’, high-definition version of the clip – close-ups, slow-motion, dramatic pans, audio track, supplementary animals, dinosaur special effects and all.
The new video was created by Poke with Passion Pictures, and award-winning director David Allen, who is best known for innovative natural history documentaries. It plugs the fact that EE’s 4G service lets customers stream HD YouTube videos on the go, without buffering.
The idea of re-imagining a classic YouTube clip in high definition, while paying homage to the original, which has more than seven million views to date, provided rich territory, according to Poke’s Nicolas Roope, and the clip’s quintessential Britishness plays well with EE’s UK focus.
The video will feature in 4GEE’s online campaign and in stores, and visitors to the brand’s YouTube channel can use a slider tool to change between the original and remaster mid-action. Formed through a license deal with viral content management company Viral Spiral, the hook-up of telecoms brand and user-generated YouTube quirky marks an interesting development in the value of user-generated digital hits.
As for what YouTube classic might undergo the 4GEE treatment next, we’ll have to wait and see, says Roope. “We’re not short on ideas, so it depends how this one goes.”
CR for the iPad
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CR In print
In our November issue we look at ad agency Wieden + Kennedy in a major feature as it celebrates its 30th anniversary; examine the practice of and a new monograph on M/M (Paris); investigate GOV.UK, the first major project from the Government Digital Service; explore why Kraftwerk appeals so much to designers; and ponder the future of Instagram. Rick Poynor reviews the Phaidon Archive of Graphic Design; Jeremy Leslie takes in a new exhibition at the Whitechapel Gallery dedicated to experimental magazine, Aspen; Mark Sinclair explores Birmingham’s Ikon Gallery show of work by the late graphic designer, Tony Arefin; while Daniel Benneworth-Gray writes about going freelance; and Michael Evamy looks at new telecommunications brand EE’s identity. Plus, subscribers also receive Monograph in which Tim Sumner of tohave-and-tohold.co.uk dips into Preston Polytechnic’s ephemera archive to pick out a selection of printed paper retail bags from the 70s and 80s.
The issue also doubles up as the Photography Annual 2012 – our showcase of the best images in commercial photography produced over the last year. The work selected is as strong as ever, with photographs by the likes of Tim Flach (whose image of a hairless chimp adorns the front cover of the issue, above); Nadav Kander (whose shot of actor Mark Rylance is our Photography Annual cover); Martin Usborne; Peter Lippmann; Giles Revell and more.
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