Sony launch crowd-sourced campaign for cameras

Sony’s new digital imaging campaign shifts focus from the photographer to the photograph and the Pictures People Love.

Sony is launching a new brand campaign to unite its Digital Imaging range of products (cameras and camcorders) and features crowd-sourced images taken by Sony camera fans themselves.

The campaign called ‘Pictures People Love’ was created by Crayon and uses ‘real’ photos selected from Sony fan groups on the photo sharing website Flickr.

Research suggests that the real test of good photography is in the reaction of others, so the campaign focuses on everyday photos that people may ‘like’ on Facebook or put in their home, moving away from product focused campaigns.

The press campaign will run in national press. The Projector Handycam creative has been developed in conjunction with a TVC. The TVC promotes the unique ability to project footage on a Sony Handycam anywhere, anytime. The TVC campaign was
created by the international ad agency 180 but has been adapted for the UK audience with avoiceover by ‘Sherlock’ star Benedict Cumberbatch who helps bring the story to life on screen.

Matt Coombe, General Manager, Brand and Consumer Marketing, Sony UK: ‘’Pictures People Love is a thought provoking campaign that aims to promote the exciting products in the Sony Digital Imaging range using images taken by Sony fans using Sony products. The campaign conveys the emotion of taking, sharing and enjoying pictures”

Andy Barwood, Creative Director: “if you look at most of the advertising in the sector, it’s all about the photographer and what they get out of it – easier to use, better zoom, and so on. What we realised is that it’s not about what the photograph does for them, it’s what it does for others. And that’s the story we’re telling in the work”

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