How storytelling in branded entertainment can shed light on gender equality? Dominic Sandifer GreenLight Media & Marketing

2. Video Case Study

4. Website
www.asmallsectionoftheworld.com

5. An Illycafe Art Project:
An Illy Film
Directed by Academy Award Winner
Lesley Chilcott
Executive Producer
Greenlight Media & Marketing

6. Branded Content: A Conversation About
Creating Entertainment & Culture
• INTRODUCTION Dominic Sandifer, Founder Greenlight Meida & Marketing, will introduce himself and Paolo Bonsignore,
Marketing Director, Illy café, along with their project “A Small Section of the World” and the story behind it creation which began at
the Cristal Conference in Dec 2012.
• VIDEO CASE STUDY
• Q&A SECTION 1: “Entertainment or Ad Masquerading as Entertainment?” The most important element in de creating culture
through branded entertainment defining this is STORY
– Question: (Paolo to Dominic)): The very first thing that we did in developing this project together was discuss and find the Story. And not just
any story, but a great story and one that was authentically and uniquely Illy’s. Why
• Q&A SECTION 2: How do you measure its effectiveness?
– Question (Dominic to Paolo) Should this question of measurement and effects by about “how do you measure” ORr “what do you
measure?”
• Q &A SECTION 3: Is there a new model for distribution and if so why is it different now in terms of working with both television
and digital broadcasters?
– Question (Dominic to Paolo): Cutting to the chase, do you still need to pay to play or do you have options?