Signs
Signs is a very popular short film which Patrick Hughes directed in 2008. It is a 2009 Cannes Lions winner and was created as part of the Schweppes Short Film Festival as the drink is product placement within the short. However it is not done in a way that is distracting, and serves a purpose within the narrative if it is even noticed at all.
This short film starts with setting up the status quo in Jason’s life, his regular repetitive routine of getting up and going to work and how he is so introverted he cannot connect to people and fails to understand the office jokes. This of course drastically changes when he starts communicating to the girl in office in the next building via short, hand written signs. Stacey is particularly exaggerated in her movements during these exchanges which helps convey her personality as more extroverted than Jason’s.
I feel that this works well as a classic romantic film as well as a more modernized one. The difference being the hand signs would be text messages or internet posts. Now that technology is more wide spread people are communicating in new and different ways without ever actually having to have meet in person first. That being said I find the use of hand written signs to be a nice nod to older fashioned love letters. It is a very smooth blending of old and new communication forms.
Additionally with the Schweppes placement it also makes a good study in affective economic or emotive branding. The company wants to sell its product, but lots of drink are very similar, so Schweppes is reaching beyond that and selling the idea that it is a drink for people in relationships or that if you drink Schweppes it will be easier for you to find relationships. They are not selling their product anymore: they are selling and idea. The product is only seen on Stacey’s desk and later in the film when Jason drinks it at lunch, this shows that the characters are connecting with each others interests and literal tastes even through they have never meet in a regular conversation. This creates the idea that sharing a brand identity when you are a consumer helps to strengthen your relationship with other consumers.
This short film can be watched below and on the Schweppes film site: