A brilliant campaign can lose its impact when presented through a weak case video.
One of the most common mistakes creatives make is trying to put everything into the case. Every statistic, execution, media placement, reaction, and result does not need equal attention.
A strong case video should tell a story.
Start with the problem. Make us understand why it matters. Introduce the insight. Reveal the idea simply. Show how it came to life. Then demonstrate what changed because of it.
Most importantly, respect the audience’s intelligence.
Judges watch enormous numbers of cases. Your story needs to be understandable quickly, but clarity should never come at the expense of emotion.
When I counsel creatives on case videos, I often encourage them to remove before they add. Remove unnecessary explanations. Remove repetition. Remove anything that distracts from the central idea.
A case video should not make an average idea appear brilliant.
It should make a brilliant idea impossible to misunderstand.