Mudra Mumbai’s print campaign for well-known Japanese digital camera brand Olympus will appear in the prestigious Communication Arts Advertising Annual 2006.
The objective of the ad was to create awareness about a new model of camera, the MJU 700 amongst the target group and highlight a unique feature of the camera, ‘Digital Image Stabilizer’.
The idea was that digital cameras do not have any base support to ensure stability of the image, as opposed to a professional SLR camera, which is mounted on a tripod. The creative leap taken from here was that when you use an Olympus MJU 700 digital camera, the image stabilizer makes you feel as stable as a tripod itself.
The visuals used in the ads and the positions in which they were shot connoted the above message in a very interesting and creative way.
Jude Fernandes, President and Head, Mudra Mumbai, said, “We are thrilled to be picked by the revered CA Advertising Annual. I’m particularly happy for Mahesh Gharat, who has made it in the list for the second time in a row. Last year, he led the team to some fabulous work on Reliance Pipes, this year he’s done it with Olympus.”
Fernandes further said, “The creative idea was to make the humans pose as a tripod, which is why they are bending down and have kept one hand on the ground while they have held the camera in the other hand. We also featured the ads in two tones- black and silver as tripods are available in these two tones.”
“The challenge of this ad was demonstrating the product feature in an artistic yet simple way. All the credit for this goes to Mahesh,” he added.
The ‘CA Advertising Annual’, the entries for which are decided by nine leading creative directors, art directors and writers, displays 250 pages of the very best in consumer and institutional print ads along with posters and television and radio commercials. Usually, 200 plus pieces are distilled from over 14,000 entries.