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Luxury brands are turning to film to break through to ad-blocking young consumers.

Apr 17 2019

Luxury brands are turning to film to break through to ad-blocking young consumers. Prada’s Miu Miu has a series of short films directed by auteurs like Ava DuVernay, Bulgari funds documentary shorts as the Tribeca Film Festival’s official jeweler, and Aesop is funding the postproduction of a conceptual artist’s documentary. Branding is light to completely lacking in the films because they’re looking to build brand love among art-supporting Millennials, rather than sell product. (WSJ)