Incorporating online and out of home collateral, the campaigns, by Euro RSCG, showcase key selling points of the cameras. The Speed of Life campaign promotes superfast image capture provided by Translucent Mirror Technology. The NEX Project, in partnership with VICE Australia, sees the compact cameras with APS-C sensors (like those used in DSLR cameras) capturing everyday urban experiences.

The NEX Project

Product

Sony NEX-5N and NEX-7

Concept

The selected creators took urban images with the NEX-5N, to inspire others to take different view on their urban environment.

Content creators

Stylist and director Britt McCamey, artist Mark Drew and designer, writer and skateboarder Max Olijnyk created photo essays for the campaign.

Partners

VICE Australia partners in the campaign and has published images provided by the creators.

Microsite

A microsite displaying the photo essays, profiling the creators and providing product information can be viewed on the web and is optimised for mobile.

Out of home

Images from the photo essays will be displayed Australia-wide in locations including phone booths, train stations and bus shelters. Urban galleries have also been created with pasted images. Some displays include LCD screens with video content.

QR

All outdoor collateral includes a QR code linking to the microsite.

Social media

The campaign is also highlighted on Sony’s YouTube Channel and Facebook.

Speed of Life Campaign

Product

Sony A65 and A77

Concept

Four photography enthusiasts selected from Sony’s social media community are guided by leading portrait photographer, Gary Heery to shoot to the theme: the speed of life.

Content creators

Chef Aaron McNulty, editor Yonta Taiwo, videographer Tim Locke and photographer John Sison were the selected content creators.

Microsite

The microsite explains the project and showcases the images, creators and product information.

Out of home

The images are used in billboards (including digital billboards), print and online.

The two campaigns illustrate great engagement with relevant communities in the online space.