References

Olympus Europa. Digital Cameras

Mission

Microsite to accompany the digital photography campaign "What You Choose to Remember". Incorporation of specially produced viral web films.

Implementation

Initially distributed online and as virals, three spots show photographic mishaps. Digital artefacts with a unique energy: tourists with severed heads, a wobbly boy, warped dogs. Strangely loveable characters who encourage consumers to rethink the possibilities and quirks of digital photography. Neue Digitale gives them a platform. A type of twilight zone where the creatures avoid deletion from photo archives. Users find out more about the "biography" of the artefacts, watch films and download them. Last but not least, they discover what role the Olympus camera models play in creating these figures…

Conclusion

Unique viral films in the right framework for online purposes. The unsettling humour comes across effectively on the microsite. A campaign idea reinforced through interaction with characters from the films. The Olympus brand positioned as rich in emotion.