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A little professional, Sport

Campaign
Agency Network: 
Published/Aired: 
May 2016
Sony:  A little professional, Sport

Description

This campaign sees professional photographers positioned to take a shot holding a large
SLR camera that has been replaced by a Sony compact camera.

Print advertisement created by Saatchi & Saatchi, Australia for Sony, within the category: Electronics, Technology.

Advertising Agency: Saatchi & Saatchi, Sydney, Australia
Creative Director: Steve Back
Art Director: Nils Eberhardt
Copywriter: Steve May
Art Director: Justin Carew
Photographer: Andreas Bommert
Retoucher: Marc Sterne
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Highest Rated

the_lizard_king's picture

Nice thought ... Weird execution

the_lizard_king
Activity Score 1257
Copywriter at Forecast advertising |

And then GOD said...
Let there be creativity!!!

Reality Check's picture

Aside from the campaign not standing out from the competition the individual ads have trouble standing out from each other.

Reality Check
Activity Score 2549
cef's picture

"This campaign sees professional photographers positioned to take a shot holding a large
SLR camera that has been replaced by a Sony compact camera."

This supposed to be "body-copy" of it!

cef
Activity Score 547
Copywriter
ek kanya's picture

hahaha... sony has been trying hard to position itself as a serious camera maker. somehow I will never feel comfortbale or even profrssional, using a camera from a company which also makes consumer televisions, vcrs etc...

ek kanya
Activity Score 814

am an advertising junkie | read my flog at http://www.desicreative.com/forum

nspad's picture

And now you'll say that Panasonic don't make good cameras because they make other electronic commercial goods? Don't be a purist (unless you ONLY use a Hasselblad).

nspad
Activity Score 96
Copywriter at Saatchi & Saatchi, New Zealand
Guest's picture

Don't be such a snob.

Canon make low-end cameras, inkjet printers, scanners, projectors, calculators, and many other products in addition to high-end photography gear.

Nikon also make lenses for eye glasses, binoculars, microscopes and industrial photolithography equipment.

Panasonic, Pentax, Olympus etc., all either make other consumer goods and/or are owned by companies who do.

As a proud owner of an NEX-5, I can attest to the remarkable capabilities of this tiny, but hugely flexible camera. Will it do everything that a full-blown $5K DSLR do? No. But it does the vast majority of what I need at a fraction of the cost, size and weight of a full DSLR.

Guest
Guest's picture

Ignoring irrelevant comments of personal feelings, I believe this campaign is simple enough yet the idea is fresh. Good work.

Guest
Guest's picture

"somehow I will never feel comfortbale or even profrssional, using a camera from a company which also makes consumer televisions, vcrs"
Probably true, and/but a situation which is quite bizarre since Sony is the king of the professional VIDEO camara sagment (that is cameras from USD/€ 2000 and up to tenfold and more). Here they beat Panasonic, Canon etc. hands down, and nobody shurgs at the same brand is also found on consumer goods.
Just proves that establishing a reputation takes time and effort - and advertising just have so much to do with it. Sony was late entering the arena of digital still camaras, and their first efforts weren't stellar. Thay have some tough catching up to do; not least changing the public mindset about Sony + Digital Camera.

Guest
pez's picture

C'mon, this campaign is ok.. one original was enough...

pez
Activity Score 1804
Creative Director
Hiperion's picture

Well done, guys :)
Old but good style

Hiperion
Activity Score 3138
Creative Director at zinkproject Valencia
Punch's picture

Bravaza! Muy buena campaña.

Punch
Activity Score 612
Creative Director |

"no silencies lo que no sabes expresar".

benihana77's picture

Ah, I can't decide! I mean, it's an original idea, and the shots are cool, I suppose, but something about it just doesn't feel right. I suppose i just think it'll fall flat and won't change the image of SONY into a high-end camera company.

Basically, cool idea, cool execution, but I don't think it hits the right stride to be successful.

benihana77
Activity Score 86
Graphic Designer |

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http://benpaddockdesign.com/ihadathought/
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Dzsoi's picture

I agree with benihana.

Dzsoi
Activity Score 8611
Copywriter
riyelam's picture

I think the posture is for a vertical snap where as the small camera placed horizontally.

riyelam
Activity Score 366
Graphic Designer at Linc Pen & Plastics Limited
Guest's picture

"sony has been trying hard to position itself as a serious camera maker. somehow I will never feel comfortbale or even profrssional, using a camera from a company which also makes consumer televisions, vcrs etc..." It just your personal feeling, all they are trying to say is Sony can be as good as professional camere. If you keep thinking way, all you can use is something made by yourself.

Guest
the_lizard_king's picture

Nice thought ... Weird execution

the_lizard_king
Activity Score 1257
Copywriter at Forecast advertising |

And then GOD said...
Let there be creativity!!!

Guest's picture

idea is very good, comments are not

Guest
ERROR404's picture

kind of reminds me of that campaign (of X?!) where fotographers looked really silly taking pictures.

ERROR404
Activity Score 770
design akademie berlin, Hochschule für Kommunikation und Design | FH
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