Shephali Bhatt
May 09, 2012

Hakuhodo Percept captures Sony handycam's projection advantage

The brief was to highlight the fact that the handycam allows users to shoot and project instantly

wide player in 16:9 format. Used on article page for Campaign.

Sony has recently introduced its handycam projector series in the market, and launched a marketing campaign to create buzz around it.

The ad, created by Hakuhodo Percept, shows a couple who have taken their kid to a zoo. The kid is overjoyed to see all the animals and has his share of funny moments with an orangutan, a tiger cub, et al. But he gets agitated the moment his parents take him out of the zoo.

Enter Sony handycam projector series: His mother, who was busy capturing all these moments on her handycam, shows the captured video to her kid using the roof of their car as a projector screen. She repeats the same once they reach home, ensuring that the kid is happy and occupied.

Sabuj Sengupta, executive creative director, Hakuhodo Percept, explained the brief given to the agency for this campaign.

He said, "The brief was to highlight the fact that Sony handycam projector series allows you to shoot and project instantly, without the aid of a TV or any other ancillary electronic object."

Sengupta added that young families have been a focus group for Sony handycam for the last three years now.

"This time, we wanted to add a dash of a different experience by including orangutans and tiger cubs and bring out up, close and personal moments through the ad."

Unplugged moments:
Sengupta told us about the experience of shooting the ad in Bangkok for two days. While safety of the kid and the animals was their prime concern, they did manage to chuckle on some lighter moments.

"The orangutan cast in the TVC was no less than a celebrity," quipped Sengupta. Apparently, the orangutan followed a schedule of his own irrespective of the shoot timings.

Whenever he came in, the crew had to adjust according to his timings and not vice-versa. Overall, it was a nice experience for the creative team, Sengupta surmised.


Client: Sony India
Agency: Hakuhodo Percept
Executive creative director: Sabuj Sengupta
Vice president: Saptarshi Sengupta
Associate creative director: Pankaj Kumar
Team Sony: Ryusuke Fukushima, head marketing communication; Divya Rao, marketing manager; Nimit Jain, brand manager,DI
Executive producer: Sunil Bhatia
Production house: Fleet productions
Director: Ivo Mostertman
Music director: Dhruv

Campaign India

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