Vimeo shifts to focus to creators with brand campaign featuring 14 humorous videos

Vimeo campaign highlights tools for creators

Vimeo is launching a large-scale brand campaign that helps position it away from other video platforms to focus on the service it provides for its creators.

Launched in partnership with agency Fig, the campaign amplifies Vimeo’s position as service that provides creators with the tools and technology to make videos successful across their workflow. It features a series of 14 unique videos shot by award-winning Vimeo creator, Alex Prager.

Last year, Vimeo formally announced its shift from a content company to a software platform aimed at empowering those behind the camera. Several months ago, it launched a stock video marketplace it hoped would empower creators and differentiate the brand from rivals. This saw the company strategy shift from original video to a 'software-as-a-service' company.

Now, Vimeo is launching its first large-scale brand campaign to raise awareness around what Vimeo is about: helping video creators. In a world where other online platforms are focusing more on eyeballs and monetizing views, Vimeo has stated that it is standing for creators by providing the tools to make exceptional videos – from hosting, to distributing and monetizing – and helping creators find an audience and succeed.

In the ‘Vimeo can help (with your videos)’ campaign, the 14 efforts show quick, funny and weird scenarios where people may seem helpless. In one, a woman is caught between a bunch of coughing strangers on a subway. While her plight can’t be helped by Vimeo, the company assures at the end that if there were video involved it could definitely help.

In another, a nerdy boy and girl are watching a movie together while everyone is making out around them. At the end, after both look overwhelmed, the tag states, “Vimeo can help.* (*with your videos)."

Other iterations find a guy trying to wax the one area of his back he can’t reach, a man ready to give a speech on an outdoor site when his papers are blown by the wind, and three women showing up at a posh function all in the same yellow dress.

Out-of-home activations find similar messaging, like one over a parking lot that says: “Making a video? Vimeo can help. Paying $37 for parking? Vimeo cannot help.”

The campaign will also feature pre-roll videos.

See the work by clicking on the Creative Works box below.

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