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Sony has launched two marketing campaigns to show off the speed and compactness of its digital cameras. Partnering with Vice magazine, Sony recruited three professional photographers to show
how its NEX range of compact system cameras can produce professional quality images. Called the NEX Project, the photo essay assignment involved jeans designer, writer and skateboarder Max
Olijnyk, Tokyo based artist Mark Drew and stylist and director Britt McCamey. http://youtu.be/39t6Gvkhn70 ADVERTISEMENT The NEX Project will use shots from the artists’ photo essays to
create outdoor installations placed in urban settings around all major Australian cities including phone booths, train stations and bus shelters. Select locations have been wrapped with the
photos to create compact urban galleries. All of the outdoor has been integrated with a QR code that directs users to an optimised microsite which hosts the artist’s photo galleries, bios
and product information. As well as an outdoor presence, the campaign includes a digital hub page, video content across Sony’s YouTube channel, and support on Sony Australia’s Facebook page
and mobile site. http://youtu.be/wfytNOnNw4U The second campaign saw Sony recruit photographers through its social media communities to work with portrait photographer Gary Heery. The idea
was to showcase how quickly Sony’s DSLR can capture images. Four amateur photographers were tasked to capture ‘the speed of life’. Their photographs are to be made into large format static
billboards, digital billboards, print and online banners. Di Shepherd, marketing manager for digital imaging at Sony Australia, said: “Sony has taken a real leap forward in camera
technologies and we wanted to create campaigns that demonstrate the benefits of this advancement, while inspiring people to take better photos. From everyday moments captured perfectly with
our fast cameras, to the compact camera that allows you to explore your surroundings photographically with ease, we feel that our product range will really allow people to explore the
possibilities of quality photography.” Credits: * Strategy: Naked * Creative and digital: Euro RSCG Sydney * Media: Starcom * PR: Hausmann Communications