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Marketer: Sony Corp. Agency: Fallon, London

From the creator of Sony's famous "Balls" ad, a birthday-related ode to camcorders targets families.

[london] Sony is targeting the four out of five young families across Europe who do not own a camcorder. The campaign, called "Memories," was conceived by Juan Cabral, the Fallon creative director behind Sony Europe's "Balls" spot, one of the final three contenders for the film Grand Prix at the Cannes International Advertising Festival last month.

Three executions were filmed over 10 days and across three continents-Europe, Asia and Africa-in a bid to capture authentic birthday celebrations of all kinds. In all, 53 hours of footage were shot, by both the cameraman and genuine party guests, using different Sony Handycam models.

Said Emily Young, Sony's senior manager-communications Europe, said: "We wanted to remind consumers that DVD Handycam is all about spontaneity and fun in capturing and sharing special moments. With this campaign Fallon has got straight to the heart of what the brand is all about."

The executions show a host of different characters, settings and nationalities, all joined by the common thread of singing "Happy Birthday" in different languages. Settings vary from an ice rink to a swimming pool to a beach, office to a restaurant, from grand houses where champagne flows to more humble settings. The tagline: "Easy to shoot. Hard to forget."

Mr. Cabral said, "We realized that Handycam didn't need an ad; it needed a mirror to reflect what people do every day with the product. We simply enjoyed knitting together all this real footage and memories from around the world."

Print and posters use a graphic treatment showing DVDs with birthday, holiday or wedding memories on them spilling out of a DVD Handycam. Online and in-store creative is by Nexum and Rapp Collins Europe, respectively.
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