It's a Unicorn

                                                                    image by Alan Leatherbadrow

One of the most powerful and engaging ways to discuss who you are, where you come from, or what you are about, is through the power of stories. Stories take us on trips to distant worlds, instill optimism, make us laugh, and maybe even shows us the darkest sides of our nature.

Stories allow us to be creative, imaginative, and to express the mundane and realistic to the far reaching and fantastic.

Interestingly enough, Philips has placed itself in the space of creative storytelling. The brand, famous for its televisions, is using the power of narrative in blurring the boundaries between advertising and home  entertainment. 

In 2009 Philips launched an online advertising campaign surrounding their movie theater-proportioned 21:9 LCD television set, titled Carousel, which went on to win the most prestigious award in the advertising industry, at the Cannes Lions International Advertising Festival. The film is just 2:19 long – kind of a subliminal message connecting the product with the film.

It’s filmed in one continuous tracking shot and features stop-motion special effects. There is no dialogue, no movement, a sort of 'a picture is worth 1,000 words' 2:19 of cinematic appeal that gives the viewer the freedom to create a script in their own mind.

And now Philips has created Parallel Lines – five short films, in five genres, by five of RSA's (Ridley Scott Associates) hottest directors. All the films contain the same six lines of dialogue; “What is that?”, “It’s a unicorn”, “Never seen one up close before”, “Beautiful”, “Get away, get away", and “I’m sorry”.  What's incredible is that even though all the films contain the same word-for-word dialogue, they couldn't be more different from one another.

The first is The Hunt from Jake Scott and features a story about two hunters. . .  

The next film, Darkroom from Johnny Hardstaff, a dark and almost pornographic glimpse into a hotel room where a woman is tied up in a heart-shaped bathtub. The unicorn here, is on the sexy side. . .

Then there' The Gift from Carl Erik Rinsch. A futuristic film that takes place in Russia and features robots and an interesting look at technology and possession. This film has been lauded so much by viewers that they're demanding it be turned into a full-length film. A unicorn in this future. . .very interesting. . .

The fourth film is El Secreto de Mateo from Greg Fay, a story of a brother and sister in Mexico who have each other – and a unicorn – to help them with their 'outsider' status in the world.

The final film is Jun and the Hidden Skies from Hi-Sim, an animated short. Hi-Sim is able to change the focus of the film, almost tricking the dialogue so that it applies to a dragon rather than a unicorn. As a playful animation, is a nice departure from serious nature of the previous shorts.

Philips being present to where the market is and understanding customer as producer, is extending the reach of the project to you, with a competition to discover a sixth entry to the series. The same dialogue constraints will apply to all entries, with the winner bringing home cash, a Cinema 21:9 TV, and some other Ridley Scott related rewards. In case you're interested, the 8th August is the last day of entry.