TOKYO – January 13, 2014 – M&C Saatchi Tokyo won a three agency pitch in Shanghai to be selected to create the campaign for Sony China’s α7 and α7R launch. The campaign, which went live December 12th 2013, revealed the world’s first Full Frame mirrorless camera, the agency said in a press release.
Setting global standards through innovation sits at the core of Sony’s philosophy. With this in mind, M&C Saatchi Tokyo set out on creating a striking campaign that would unequivocally demonstrate the differences between Sony’s Alpha brand product philosophy with that of its competitors.
M&C Saatchi Tokyo addressed the need to present the product in an altogether different manner, striving to provide some product differentiation in a progressively saturated Chinese market.
Nobu Yamamoto, Creative and Strategic Planner at M&C Saatchi Tokyo said, “In Japan we’ve grown up together with Sony. We’ve witnessed it establish itself, through a culture of consistent innovation, as a mature global leader at the forefront of the industry. I believe that insights drawn from this experience assisted us anticipating the needs for Sony’s brand building in China, leading to the selection of our office even though we are Tokyo based.”
Collaborating closely within the agency network, M&C Saatchi Shanghai played an integral role in making this creative a reality. By utilising their invaluable domestic expertise, that is but one of the many assets of a seamlessly integrated global network, M&C Saatchi Tokyo’s campaign aims to capture the imagination of the Chinese consumer at the debut of this industry leading product.
Chris Jaques, CEO of M&C Saatchi Asia remarked, "This is Brutal Simplicity of Thought at its best. It combines a brilliant, breakthrough product from Sony – communicated through a campaign of breathtaking simplicity by M&C Saatchi Tokyo.
He added, “It’s also an example of teamworking at its best – with M&C Saatchi Tokyo and M&C Saatchi aeiou Shanghai combining perfectly in one seamless partnership with Sony China. It’s the way business should be."
Turning to acclaimed Australia based production/post-production house Cutting Edge to implement the creative, they proved the perfect partner. They applied their considerable experience and approached the extremely demanding conditions of the aerial shoot with unrivalled professionalism and finesse.
Synthia Lau, General Manager of Sony China MarCom Division said of the TVCF, “We are glad to see such great work from our creative agency and production house in shooting real footage for such an amazing α7R/α7 TVCF. It really is stunning and we hope it is pleasing for our audiences to watch. The α7R/α7 used in the shooting are real, as are the still photos displayed, which were shot with the cameras while up in the sky. This increased the difficultly for the production house in fulfilling Sony’s request of showing the true capabilities of this new full frame mirrorless digital camera, especially when considering the completely unique situation. They did a great job!”
Credits
CLIENT: Sony (China) Limited
AGENCY: M&C Saatchi Tokyo
EXECUTIVE CREATIVE DIRECTOR: Tamio Koshino
CREATIVE & PLANNING DIRECTOR: Nobu Yamamoto
AGENCY PRODUCER: Susumu Nagano
ART DIRECTOR: Tadao Inaba
DESIGNER: Chen-Ying Wang
COPYWRITERS: Tamio Koshino & Nobu Yamamoto
ACCOUNT: Kazumi Yago & Edward Lapsa
COMPOSER/ARRANGER: Sayoko Sato
PRODUCTION COMPANY: CUTTING EDGE
DIRECTOR: Jeff Gaunt
PRODUCER: Bec Dakin
