A treatment is a technique for delivering a video project. This could be using the latest technology from RED, Sony or Black Magic, creating a live stream or a series of social media videos.
Ideas are different. They are concepts, themes and something much bigger than one video.
Honda's ‘Power of dreams’
Ikea’s ‘The Wonderful Every day’
ASDA price
Every Little Helps.
Yes, they are taglines, but they are also concepts that have been reimagined time and again.
Thinking big has benefits
1. Longevity.
When the concept is right it can be re-used, reinvented and recycled to become the concept of the brand as a whole being used for one year or more. A treatment will deliver you one video.
2. Bespoke.
They are unique to you. When someone presents their answer to your brief ask ‘Can this be done by someone else?’ If the answer is yes, the suggestion is wrong. Your business is unique, the idea that serves your content should be as well. Anyone can use the latest camera or filming technique, how many can use the ‘Power of Dreams’?
3. Flexibility.
A good concept is easy to re-work to make the content relevant for each channel available. From Tik Tok to Facebook, TV and online, each channel has different requirements and a different audience. The right idea will generate content across all of them from the one shoot.
When you next have a pitch or video idea presented to you test it against this criteria. Can someone else use it, add their logo to it and make it theirs? Will it last beyond this campaign? Will it work on social?
If the idea stands up, then you have avoided the treatment pitfalls and you are well on your way to creating winning content.