Sony Australia revisits clueless DSLR users in a new NEX campaign via Havas Worldwide Sydney
DSLR ‘phonies’ be warned: Sony’s NEX ‘DSLR Gear No Idea’ campaign is returning for a second year. It builds on 2012’s successful and light-hearted creative that mocked DSLR owners who fumble with the settings and missed the perfect shot – even though they never take their camera out of auto mode.
The 2012 campaign was viewed by 3.8 million people across 128 blogs in 16 countries and featured a variety of DSLR ‘tragics’ including ‘Macro Freaks’, ‘Flashers’, ‘Lens Spotters’, ‘F-Stop Fusspots’, ‘Vidiots’ and ‘Status Updaters’.
In 2013 Sony focuses on the two most identifiable characters: the ‘Sideline Hero’ and the ‘Foreign Correspondent’. They make fools of themselves at a lads’ bowls day and when capturing their daughter’s tennis practice. In each scenario our ‘tragics’ struggle with their DSLRs before ditching their gear for a Sony NEX.
Says Ervin Quek, marketing manager of digital imaging, Sony Australiaz; “We loved the good-humoured insight of last year’s ‘DSLR Gear No Idea’ campaign so much we decided to build on its success by re-visiting our characters in new scenarios and offering them the NEX alternative.
“With this year’s campaign our goal is to further increase consumer awareness about alternative cameras available to non-professionals who want to take better photos. Sony’s NEX compact system camera range can help put a stop to all those embarrassing DSLR moments. With a same size sensor as the average DSLR, the NEX packs all the same image quality into a light weight and compact body. These features make the NEX camera straightforward and easy-to-use, ideal for non-professional photographers.”
The two new videos, housed on the Sony Australia YouTube channel, will be seeded via social media, online publications and photo enthusiast blogs and websites. Our characters will also make an appearance in cinema this year so we can see their antics on the big screen. The two new ‘DSLR gear no idea’ videos can be seen here: Foreign Correspondent and Sideline Hero.
Creative Agency: Havas Worldwide Sydney
Copywriter: Chris Johnson
Art Director: Paris Giannakis
Creative Group Head: Jay Morgan
Executive Creative Director: Steve Coll
Group Account Director: Dan Smith
Senior Account Director: Steve Osaer
Senior Account Manager: Siobhain Hayes
Head of Broadcast: Monique Pardavi
Production company: Photoplay films
Director: Scott Otto Anderson
Producer: Florence Tourbier
Strategy Agency: Naked Communications
Public Relations: Hausmann Communications
8 Comments
love the foreign correspondent guy. funny
No truth here, just skits. Shame as the upfront work was very good.
This is great and so refreshing – Nice work CJ & Paris, you guys are doing some great work!
Johnson & Giannakis opening doors soon!
Ha! Brilliant work – everyone knows someone like this. Love it.
A difficult second album. Great work lads
Talking it up doesn’t make it any better.
Below average at best.
This is quality