Sony Cyber-shot promises to make your pictures say more

Sony India has launched a campaign to highlight the effect of Exmor R sensors in its new Cyber-shot cameras. The TVC created by Hakuhodo Percept went on air on 28 April.

With the communication, Sony aims to alter the current premise of buying cameras based on the number of mega pixels, shifting the focus to the sensor inside the camera that aids better pictures.

The film begins with a girl opening her eyes in bed. Her companion focuses on the sunlight in her eyes and clicks a picture. The TVC then moves on to a series of shots of a girl on a swing against the backdrop of sunset; another girl blowing bubbles in the air with balloons around her; a girl playing a guitar, and so on. The film highlights the details captured by the camera. The voice over then reveals that the eye of the camera is called Exmor R and it ‘Lets the picture say much more’. The TVC ends with a display of the Cyber-shot cameras in various colours.

On the campaign, Ryusuke Fukushima, head marketing communications, Sony India, said, “We wanted people to associate Exmor R sensor with great pictures and this (Lets your pictures say more) is exactly what we were looking for.”

On the challenge, Shobhit Mathur, executive creative director, Hakuhodo Percept, said, "The challenge was to show the true magic of Exmor R sensor in the most beautiful way possible.”

Sabuj Sen Gupta, executive creative director, Hakuhodo Percept, added, “Basically the Exmor sensor lets more light in and gives better pictures; it lets you experiment more with light. For example, if you are shooting against light or shooting in the night, the pictures are much better. The execution highlights these aspects. In the TVC, you see some examples of backlit pictures and some in low light. Due to the Exmor R sensor the images come out perfect in difficult light conditions.”

Credits

Client: Sony
Creative agency: Hakuhodo Percept
Executive director: Elvis Sequeira
Executive creative director: Sabuj Sen Gupta
Executive creative director: Shobhit Mathur
Associate creative director: Niloy Som
Copy group head: Tripti Kakkar
Art director: Priyanka Sharma
VP and client servicing: Saptarshi Sen Gupta
Account director: Shubhra Tandon
Director: Paolo Borgato
Production house: Flying Pigs