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Published/Aired: 
June 2010

Description

Print advertisement created by Cheil, South Korea for Nikon, within the category: Electronics, Technology.

Caption

Lost myself in Nikon.

Advertising Agency: Cheil Worldwide, Seoul, Korea
Creative Director: Jaewook Nam
Art Director: Seongwook Han
Copywriter: Songha Lee
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Highest Rated

Guest's picture

THIS YEAR'S CANNES IS RUBBISH!!!

Guest
sirvan's picture

This won?

sirvan
Activity Score 29860

+++

"I love some things, and don't love some other things."

atb2005's picture

You and I generally don't agree, but I too am surprised that this won..

atb2005
Activity Score 13557
Guest's picture

how can everythink in this naive fashion..... dont judge this work by the face value.... the essence of the ad is that the person photographing is so engrossed by the quality of the picture thathe is not realising wat posture he is in. On a regular not all the postures shown in the ads are unachievable to an untrained person. Observation people. Dont just comment blindly.

Guest
Matt Tonkin's picture

Your first sentence makes you sound stupid "how can everythink in this naive fashion....." sorry but "everyone" on this site are mostly creatives and probably the target so what they think of the ad is actually valid. If the target doesn't get it then it's a shit ad. It doesn't matter what some judges at a competition thought. This ad doesn't do it.

Matt Tonkin
Activity Score 168
Art Director at Northern Productions Inc.
akshaysrikar's picture

i totally agree with you. but this ad is not cannes material. i mean seriously come on....

i see tht the people in the ad are so engrossed in taking a picture, but that doesn't imply anything abt Nikon.

a photographer with any kind of camera would be ready to go for an obscene position to get their shot right. so what's so special abt Nikon ?

i don know, cuz the ad doesn't say it. i mean, yeah it is a bit funny to see people in weird position but thats just it.

to me it just says "laugh and move on, nothing else to see here".

akshaysrikar
Activity Score 420
India
Guest's picture

THIS YEAR'S CANNES SUX BIG TIME!!!!

Guest
Guest's picture

u sound jealous

Guest
Guest's picture

THIS YEAR'S CANNES IS RUBBISH!!!

Guest
Guest's picture

don't like

Guest
Blashyrkh's picture

If a photographer is lost and make those poses than probably he/she doesn't deserve to hold a Nikon.

Blashyrkh
Activity Score 32890
Art Director
MJStinson77's picture

I like the concept and tagline, but the execution falls short. Why limited yourself to expressing odd postures? With an entire world moving around a photographer, I think there is a more clever way to represent this idea.

MJStinson77
Activity Score 601
Copywriter at Erwin-Penland |

www.mandyjunestinson.com | ninjabread.wordpress.com | wordjones

Guest's picture

euh....this won? :P

Guest
mrckais's picture

i think cannes is like the grammys, it's getting worst every year

mrckais
Activity Score 417
Art Director |

mrckais

Dreambang's picture

Pose is very weird ....yuk ..!!!!!!!
looks like deformity ..

Dreambang
Activity Score 239
Creative Director at India |

Dang

Guest's picture

CANNES SUCKS :(

Guest
Guest's picture

I can't believe the rubbish that wins at Cannes, I used to aspire to win a lion but seriously this work doesn't make me laugh, smile or wish I did it... it's really bad. D&AD is where it's at, at least the Brits don't award crap like this.

Guest
Guest's picture

well matt i disagree with you...... there are two kinds of ads.... on which sells and another which is done solely for awards. You are right about the failure of this ad to reach its designated TG but at the end of the day there is a solid concept behind this ad which deserves a little appreciation too. and therefor i feel this ad deserves some recognition.

Guest
Matt Tonkin's picture

I'm not saying that there isn't a concept behind this but the execution is off. Like someone else said in an earlier comment. why not use something other than the photographer's pose to show how they are lost in it. maybe a bird crapped on their head and they didn't notice (that was just off the top of my head as an example) But for me the posture of the camera user doesn't work for me. Even if this is just an award ad I still don't feel the execution is good.

Matt Tonkin
Activity Score 168
Art Director at Northern Productions Inc.
michelangelo's picture

maybe it's a cultural thing...

michelangelo
Activity Score 660
Guest's picture

That posture is very erotic

Guest
Guest's picture

the jury lost them selfs.. hihihi

Guest
Guest's picture

This ad is good enough, but it doesn't describe Nicon. I think that this ad needs a specific character of Nicon a little more.

Guest
Guest's picture

this won for its own reasons, you may all be creative, but this was taken by a professional and picked by professionals therefor if you are so creative and just as professional you will be able to see its reason for winning.

Guest
Cheerriiee's picture

I thought it was selling denim jeans made of lycra!
That would fit better.

Cheerriiee
Activity Score 952
Graphic Designer
Guest's picture

korean advertising is the worst.

Guest
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