Clapit is a new social content network app. It enables users to view and share their favourite visual contents from any social media platform or anywhere else online with a simple 'clap' – an icon on their phone's share tool. It creates a true content democracy, with the most clapped items rising to the top, and further promotes positive human engagement through applauds, 'reaction selfies' and 'selfi-moticons.
Toben and Versus Media were asked to create a 30 second brand video for the launch of the app, to build excitement and curiosity about its possibilities in a user context. With social media as the primary advertising platform, the video needed to be visually striking and grab the young audience's attention in an instant. Targeted at the new generation of content and idea creators, the video was to inspire rather than explain the detail of Clapit's features. One further key requirement was the option to extract multiple distinct still images from the video for extended marketing.
The concept resulted in a highly graphic treatment, which encapsulate the fun and exciting use of the app throughout various areas of pop culture. The motif of clapping is used across visual and sound as a brand reinforcement and metaphor for sharing, collaboration and online community building. Whilst colour is used to visualise the 'Clapit space' – from ideas entering the space, to ideas being shared across multiple users. The video builds up towards a visual crescendo that reflects the exciting and unexpected outcomes of ultimate collaboration within the Clapit community.