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 Olympics, this session goes behind the scene on two long-form branded content films about the love of the game. One doc was part of CBC’s Sochi coverage, created in league with Canadian Tire, Sport Chek and Sports Experts, while the documentary series “The NHL Revealed” is an NHL-branded property involving Gatorade. The impact of these projects 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?

Julie Bristow President & CEO Bristow Global Media

Jennifer Dettman Executive Director, Studio and Unscripted Content Canadian Broadcasting Corporation

Susan O’Brien Vice President, Marketing Canadian Tire

Moderating: Mark Tomblin Chief Strategy Officer TAXI