The company's award-winning film 'Out of the Smoke' took home a top prize: honorable mention in the purpose category, holding its own against the likes of Google, Apple TV+, Pepsi and
Premiered last year during Spirit Week, the film documents the dedication of smokejumpers and their connection to the SPAM brand, one of the longest-standing and most famous in the company portfolio. 'Out of the Smoke' tells the story of
The nearly seven-minute film opens with former smokejumpers sitting around a campfire, sharing memories about life as a firefighter, their bond with each other and the love they have for the company's iconic SPAM family of products. Since the smokejumpers began in 1939, SPAM products have accompanied them into some of the most harrowing firefighting situations; it is one of the few supplies that can endure the harsh conditions and provide much-needed protein-packed food for the crews.
In addition to producing the film,
Watkins serves as judge, speaks about company approach to storytelling
Watkins was part of a panel made up of leaders from Google and P&G, who joined her to speak about the importance of storytelling and connecting purpose to brands and companies. While other companies face challenges finding good stories to tell, Watkins said, 'Our stories tend to find us,' which gives way to an authenticity that has become a hallmark of
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