42 young chambers of commerce are united under the banner of the Regroupement des jeunes chambres de commerce du Québec (RJCCQ). By supporting these chambers, the RJCCQ supports the development of Quebec’s next generation of business leaders, 10,000 young professionals aged 18 to 40. A powerful tool for professional development is the mentoring. Yet it is little-known and the victim of many prejudices and myths. Studio Sparkling was commissioned to demystify mentoring with a series of three video vignettes.
The Mission
1.
Explain what mentoring is
2.
Demonstrating the versatility of mentoring
3.
Creating the desire to mentor
1. Get real mentors and mentees talking about their mentoring experiences
The “corpo” videos are out. Spectators’ time is running out. We therefore chose to focus on authenticity for this capsule project. Who better to demystify a subject than someone who’s been there? The RJCCQ put out a call in its network to find professionals who are or have been mentored to talk about the impact mentoring has had on their career path.
At Sparkling, we welcomed twelve people from the community, communications, entrepreneurship and finance sectors (among others), from various regions of Quebec, to ask them about their experiences. They also debunked the myths and prejudices presented to them one by one.
2. Filming process: guiding the conversation with clear questions and making speakers feel at ease
The scripting stage was not necessary for this project, as we were looking for true, authentic testimonials. However, we have developed a clear concept and structure for each of the vignettes, and prepared open-ended questions to guide the discussion.
A member of our team sat behind the camera to simulate looking into the lens while putting our guests at ease. As usual, a warm welcome at the studio made them feel comfortable, even though many had never been in front of a camera before.
3. Dynamic editing for social networks
At the editing stage, we paid particular attention to finding colorful, moving visuals that fit the social networking context. With a colorful frame reflecting the studio’s uncluttered decor, as well as slipped transitions reminiscent of Instagram stories, we stayed in a visually appealing and stimulating universe.
As for the structure of the capsules, a strong hook begins each one even before the title appears. We want viewers to immediately stop scrolling when they see the capsule, and with a mix of shocking commentary and flamboyant visuals, we can say we’ve succeeded 🚀
Of course, the capsules end with a clear call to action: Get started.
Statistics
Keeping the target audience in mind
In this project, it was above all the target clientele that inspired us. The format, length and content of the capsules had to meet the needs of young professionals committed to their professional development. View one of the vignettes produced here.
