Nikon "The sensory light box"

The location was a multiplex electronics shopping mall where various brands compete. Ideas were needed to create a differentiable brand image for the Nikon D700, starting from the entrance of the mall and eventually generating actual purchases. Seoul Sindorim Subway Station is one of the largest stations in Korea with daily passing population of five hundred thousand people. An outdoor light box equipped with a motion detector was installed at the connecting passageway at the station, along with a red carpet leading to the Nikon shop located in the mall. This interactive light box made people feel as though they became superstars walking down a red carpet for a luxurious award. This experience has created a very special and unique brand image of the Nikon D700 and succeeded in triggering purchase intentions. Strengthen a positive brand image of the Nikon D700 and maximize sales among passersby of Sindorim Subway Station (five hundred thousand per day). Bronze Cannes Lions Media Winner.

Agency: Cheil Worldwide Seoul, Korea.

Gillette "uArt iPhone application"

Gillette iPhone Application / uArt is a new iPhone and iTouch app developed by Gillette. Just take a picture of you or a friend, add a beard, and shave it into any facial hairstyle you want.

Agency: BBDO, New York, NY and Singapore / Proximity Singapore, New Zealand, Toronto, Canada.

LG KS360.

In order to communicate the new LG mobile phone, the LG KS360, with a specifity of having a keyboard similar to a computer making easier to write an SMS. In order to highlight that a stunt was created - Desafios SMS 360 - consisting of creating a national contest in order to find the fastest portuguese SMS writer. The participants had to write a 164 letter phrase in a fastest time. The regional winner (received a mobile phone) will play against eachother in a final in order to find the fastest fingers in Portugal (winning a € 5.000 prize in a travel cupon).

Agency: Torke Lisbon, Portugal.

Meister Camera "Pixel"

To create a novel piece of advertising which demonstrates that you can take much more detailed shots with the Leica D-Lux 3 from Meister Camera than other digital cameras. They demonstrated how ill-defined objects can look when you don't use a high-definition camera like the Leica D-Lux 3. To do this, they put 3-D objects in the surroundings. The key was that each of these objects was completely made up of thousands of little wooden pixels. For example, a life-sized, pixellated dog was tied up outside a Meister Camera shop. There was a display next to it with the headline: See it in more detail. Leica D-Lux 3.

Agency: Philipp und Keuntje Hamburg, Germany.

LG "Smile, you're being filmed!"

To communicate the excellent video camera of the LG Viewty mobile phone. They simulate that the actual mobile phone is filming the passers by. A live filming & reproducing system was created using a video camera and a 71" plasma screen. The camera was in the disembar located exactly behind the mobile phone lens, and the plasma where the phone screen would be. The outdoor was implemented in the disembarkation corridor of Lisbon Airport, wich means thousands of people see it daily. With just one piece, LG managed, not only to communicate the features of their new mobile phone, but also to create an immediate empathy with the brand, generating good spirit, gags and commentaries between passengers. When passing in front of the outdoor, people look and smile, interact and have a laugh with the piece.

Agency: Uzina Lisbon, Portugal.

Nokia "Movie Star"

The communication goal consisted of transmitting to the consumer that the Nokia N95 contains, in a single phone, the many functions available in different types of equipment, especially the ability to shoot and edit video at high quality and speed. The new approach consisted of making the consumer the protagonist of the action. In order to do that, the consumer was approached while in line at the movie theatre and invited to partake in the "next Nokia movie theatre commercial," which was shot on the spot with the Nokia N95 and run minutes later, before the feature film. The impact took place when the targets, who had been approached in line, were surprised by their image on the movie theatre screen, revealing the filming and editing attributes of the phone. The same astonishment also reached the audience members who had witnessed the entire process while in line. This, in addition to the speed with which the scenes were put up on the screen, captivated the spectators. The media idea evolved from the conventional movie theatre commercial to something more elaborate, where the consumer became the protagonist of the commercial, experiencing the tools available in the Nokia N95, and bringing them closer to the concept of brand experience. This target-product interaction was broadened and ended up reaching the other spectators in the room. The impact generated was superior to that of a conventional commercial, due to the participation of the public. Despite the operational complexities, the investment was equivalent to that of a conventional action, but with superior results, thanks to the higher impact and recall index from this media innovation. Bronze Media Lions Winner.

Agency: Lew Lara\TBWA Sao Paulo, Brazil.

Nikon "Picturetown"

To promote the new Nikon D40 as a Nikon Digital SLR designed to make it easy for anyone to take an incredible digital picture. Since most people associate both Nikons and Digital SLR's with pros, they knew they have to overcome consumer intimidation. It wasn't enough to say, "easy-to-use" - they had to prove it. So they created a campaign around real people with little or no picture-taking experience getting in touch with their "inner photographer." Crucial to pulling this off was finding the right town. They wanted a small place, with a diverse population and picturesque surroundings. What they could have never planned on was how welcoming the people of Georgetown were. The success of the project was determined in no small part by the incredible enthusiasm the participants brought to it. People with full-time jobs and families still found time to shoot tons of pictures and share them with them. It's one thing to say "easy-to-use." It's another to show it. So they gave 200 D40s to ordinary people in Georgetown, South Carolina with almost no instruction and let the results speak for themselves. Participants and their photographs were used in print ads to show that anyone can take high-quality pictures. All the photographers' images are also featured in an interactive gallery on our microsite, where visitors can browse photos, discuss, and learn about the camera and its features. Increased market share by 30%, reaching near equal share with its primary competitor, Canon. Increased purchase consideration, making Nikon the brand most likely to purchase across all main category competitors. Changed Nikon's perception from a 'complex camera' 'for professionals only' to a company making 'easy to use' cameras 'for everyone.' The website www.stunningnikon.com/picturetown generated meaningful entanglement with end users across all core content. 666,000 site visits from May 9th - July 31st, 2007. 9.5 million pictures viewed in total. Bronze Promo Lions Winner.

Agency: McCann Erickson New York, USA.

Casio Exilim "youtube billboard"

Great idea by Casio to promote the new Exilim.

Watch the video here:

Youtube billboard

Olympus "Wide angle head cut out board"

To communicate the effectiveness of Olympus’ SP-560 wide zoom camera, an extremely long head cut out board was placed on Bondi beach’s famous esplanade. With a printer on standby, the tourists had some memorabilia to take home with them. Olympus representatives were also on standby to answer questions about the cameras capabilities. The event received lots of attention from onlookers.

Agency: JWT Sydney, Australia.

Sanyo Xacti CA-65 Underwater Video Camera.

This billboard used the tide to demonstrate the new Sanyo underwater video camera's capabilities.

Agency: Saatchi & Saatchi Auckland, New Zealand.

Wilson "Staff Distance Driver - Give Away Golfball"

The new Dd6 Distance Driver from Wilson Staff sets new distance standards for a golf club. As a supplement to classical measures, this message was to be communicated to the target group in new and surprising way. To golfers who borrowed the Dd6 to test and to interested regular customers, golf balls were given that were printed with: “The person who finds this ball is requested to return it to the address below.” Space was left to fill in the owner’s address, which made every ball an advertisement for the high performance capabilities of the Wilson Dd6 club.

Agency: Publicis Zürich, Switserland.

Phillips "Run... Whisker... Run!"

To reach young men that still didn't select their saving system. To giant characters were created: one being a whisker and the other, a Philips electric shaver, to perform an urban guerrilla close to high schools and universities. During the day they performed a surreal chase: the whisker runs desperately from the electric shaver, among people on the street. to reinforce the impact, the performances were recorded and exhibited on a TV show on national network.

Watch the action videos here

Agency: Synapsys Marketing&Media, Brazil.

Cambridge "Demo CD"

To inform consumers about Cambridge Audio System's feature to play scratched discs perfectly. To provide consumers with a first hand experience of the feature, demo CDs packaged in sandpaper were sent to prospective buyers. On opening the envelope, they were urged to bring the scratched CDs to the showroom to test the player themselves. Peolpe were intrigued to get the CD to the showroom and check it for themselves, and thus generated interest among prospective buyers and lead to an increase in sales.

Agency: Everest Brand Solutions, India.

Olympus "Shark"

Most people think you need high professional equipment to take underwater photos. So their client wanted to create a campaign that shows the advantages of the OLYMPUS mju 725 SW digital compact camera. It is easy to use and even enables shutterbugs to take funny snap shots of sea dwellers that are normally not as friendly. Positioning of the OLYMPUS mju 725 SW as "digital snap shot camera" for underwater fun. Against the business trend Olympus was able to improve its operating by more than 66% up to 227 million Euros and exceeded the expectations. For the fiscal year, ending in March, the company raised its market objectives for digital compact cameras to 9.5 million units compared to the initial 9 million units.

Agency: Springer & Jacoby, Germany.

Olympus "Here's proof"

A new digital camera that’s not only shockproof - but seriously waterproof. What more exciting brief than to promote this revolutionary new technology by directly engaging with customers in an approach that would leave an indelible impression in their mind. The campaign is a pure demonstration of a unique product benefit, delivered in a compelling participatory approach. An ambient lead idea - signage and the camera were positioned opposite one of the world’s most famous and most photographed icons – the Sydney Opera House. Passers by were invited to see how tough and genuinely waterproof the Olympus camera was by pulling the camera up out of the depths of Sydney Harbour, taking a photo with it and then throwing it back into the water. They were then invited to directly download their photo from an online site and learn more about the technology and benefits of this amazing product. Curiosity drew the public’s attention, and cleverly positioned in a high traffic spot as soon as the seed was placed crowds were attracted to see what was going on. Despite the constant rough treatment and submersion in and out of the harbour the product stood testament to its unique selling proposition of being waterproof and shockproof. A client’s dream, the ambient stunt was the clearest demonstration of the product’s benefit – the simplest idea – Here’s proof!

Agency: SAATCHI & SAATCHI, Australia.

Polaroid.

Mirrors replaced by cameras in shopping malls and business centers. Polaroid. Instant Images.

Agency: Santa Clara, São Paulo, Brazil.

SONY “Textual harassment”

SONY is a key player in the compact digital camera market, and aims to maintain its strong foothold with the release of the T7, an ultra-slim digital camera (the slimmest on the market) that is packed with sophistication, particularly where design is concerned. How to announce the T7's coming to distributors in French retail (FNAC, Carrefour, Auchan ...), normally informed with just a simple technical list of selling points ? They create false demands to obtain true commands. The distributors who are NEVER used to receiving letters from consumers, are suddenly much in demand and fall into the trap of an implacable communication: the textual harassment. Letters from false consumers take the place of a classical product's list of selling points and translate these consumers' expectations: they want an ideal camera. Every letter has been printed in 1000 ex. (Some of its printed in press system) Every envelope has been manually written.

Agency: Proximity BBDO, France.