Conceptualizes new TVC that focuses on the new Projector Series where one can share what has been captured instantly
BestMediaInfo Bureau | Delhi | May 3, 2012
Hakuhodo Percept conceptualised and executed the new commercial ‘Shoot, Project, Smile’ for Sony Handycam, released across the country on May 2, 2012. The focus of the commercial is on the new Projector Series where one can share what has been captured instantly. The commercial moved on from simply reliving memories to instant sharing.
The new film captures a little boy interacting with various animals at a zoo, while his parents shoot him with their Handycam. But when it’s time to leave, the kid gets unhappy about leaving his friends behind. His mother, with the help of Handycam’s ‘instant sharing’ advantage, projects the child’s endearing moments with the animals on the roof of the car and then on their bedroom ceiling making him relive the entire experience, instantaneously.
Commenting Elvis Sequeira, Executive Director, Hakuhodo Percept said, “This is Hakuhodo’s first campaign after getting Sony on board. And it carries forward our key strength of creating ideas that are real, memorable and touch the consumer.”
He added, “Our focus is on the young parents going on holidays with their families. And hence it was important that we made an emotional connect with them while clearly demonstrating the benefit. Kids love animals. And given a choice, they would spend the entire time playing with them and never let them go.”
Set in an open zoo, the film has been shot by a famous Danish filmmaker Ivo Mostertman from Fleet Productions with the help of a world-class production unit of Bangkok. “The key was to extract brilliant performances, even from the animals,” Ivo says. “And getting the right mood in a limited time was a major technical challenge.”
The in-built projector with powerful sound and display size of up to 100 (254cm) justifies the new positioning of Sony Handycam ‘Shoot. Project. Smile.’ One doesn’t need to plug in the Handycam to the television or laptop anymore. Just project and enjoy the memories anytime, anywhere!
Ryusuke Fukushima, Head, Marketing Communication, Sony India explains, “The brief was to highlight this innovation in the category, and this film does full justice to it. We are also planning a 360° campaign including TVC, Print, and Shop-front activities.”
Making of the TVC:
Team Hakuhodo: Sabuj Sengupta – Executive Creative Director, Saptarshi Sengupta – Vice
President, Pankaj Kumar – Associate Creative director
Team Sony: Ryusuke Fukushima – General Manager, Marketing; Divya Rao – Marketing
Manager; Nimit Jain – Brand Manager, DI
Production House: Fleet Productions: Ivo Mostertman – Director, Sunil Bhatia – Producer,
Dhruv – Music Director
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