Brands seek to forge emotional connections, so little wonder many are turning to a traditionally compelling format – the documentary. In a post-script to the Olympic coverage, this panel features two long-form branded content films about the love of the game. The impact begs the question: in an attention-span-challenged environment, where viral buzz is fuelled by media innovation, what are the advantages of going long form and old school?

Moderating:

Mark Tomblin
Founder
TAXI

Featuring:

Julie Bristow
Founder
Bristow Global Media

Jennifer Dettman
Executive Director, Unscripted Content
Canadian Broadcasting Corporation

Susan O'Brien
Chief Brand and Customer Officer
Canadian Tire