Animo were commissioned to produce an attractive short video that would be used to open a conference marking the successful conclusion of the Late Payments campaign by DG ENTR (now GROW). This video would highlight the introduction of the Late Payments directive, which was designed to help SMEs flourish across Europe.
The main objective of this video content was to highlight how the introduction of the Late Payments Directive by DG ENTR would benefit SMEs, and the European economy as a whole.
The video started out by showing various shots from a night-time scene in an urban setting. Using innovative graphics, the video showed the lights in blocks of offices being flicked off, along with appropriate sound effects. This was designed to symbolise SMEs going out of business because they were unable to remain competitive due to debt.
A multi-voiced narrative overdubs this scene, and soon we are shown face-to-face interviews with MEPs from a range of different EU member states. These MEPs were involved in the creation of this directive, and they discuss how it will benefit not only SMEs, but also the EU as a whole. The inclusion of these MEPs adds a sense of authority and unity to the video.
As the video concludes, we see the lights being reignited in the urban office buildings, representing the ability of more and more SMEs to stay afloat thanks to this directive.
This video content we produced for DG ENTR was credited with providing a concise and straightforward assessment of the benefits of the Late Payments Directive through our combination of symbolic and informational content. The arresting image of lights being flicked off throughout the city clearly alluded towards enterprises going out of business, while the final image of these lights being turned back on was an optimistic note to end on.
Personal interviews with MEPs involved with the creation of this directive also gave audiences an insight into the impetus behind this project, and how the European Parliament is working in unity across national borders towards helping smaller businesses.
