“What if?” is the powerful question at the heart of IFF’s value proposition. This spirit of wonder and exploration, so integral to IFF’s identity, was also the perfect theme for a holiday video story - laying the groundwork for a new holiday tradition. In 2016, IFF asked Fusion back to continue the work; the latest installment asks “What if you could go back in time?” The theme was a perfect fit for the holidays, and the greeting quickly became one of the most popular IFF YouTube videos of all time.
The story focuses on sense memory; the magic of how our senses can take us back in time to relive cherished memories, people and emotions. Footage was meticulously selected to convey both the sentiment and the brand, while a simple, expressive musical score swells to match the emotion of the story. Fusion’s in-depth knowledge of the IFF brand helped expedite content approvals with minimal changes, allowing the team to focus on crafting this very special and personal message.
When company stories flow naturally from a brand’s voice, it means that time has been taken to understand the business and culture behind that brand. Fusion’s knowledge of the IFF business, coupled with valuable insights from our client, allowed for meaningful narratives to be crafted quickly - Fusion’s technical skill ensured thoughtful and timely execution that exceeded expectations.
Like its predecessor, the 2017 Holiday Greeting was very well received, and remains the second-most viewed video on the IFF YouTube channel, second only to IFF’s master brand video that plays on their homepage.
The holiday video greeting was a powerful way to connect to our audience through sight and sound, echoing what we do for our customers each day through scent and taste. This is a perfect example of how we can focus on the message when Fusion is involved; they have brand stewardship, design elements and project execution covered, clearing the way for us to concentrate on what matters.
Crafting narratives is what Fusion does, whether through visual design or old-fashioned storytelling. This project was a very special combination of the two.
Digital Platforms – Mobile Presentations, Video, Mobile User Experience
Design Strategy – Content Marketing, Go-To-Market Positioning, Agency Coordination