Singapore, May 4, 2015_ Nikon Asia encourages aspiring photographers to immerse themselves in adventure and explore life off the beaten track in the ‘The Road Less Travelled’, a campaign created by J. Walter Thompson Singapore to promote the newly-launched Nikon D7200 DSLR.
The TVC tells the story of a photographer who’s exploring Vietnam, capturing remarkable images of the countryside and people he meets along the way. The campaign celebrates a photographer’s determination in enduring challenges as they journey to capture a dream shot. In the process, it highlights the inseparable bond between the photographer and the D7200 – a reliable companion throughout the uncertainties and excitement that exploration brings.
“‘The Road Less Travelled’ resonates with any photographer because it is an authentic and honest reflection of their passion for photography. In fact, the insight of perseverance was born out of actual conversations with Nikon photographers. A photographer’s journey to a dream destination is as important as the final image,” Ngai Arh Chun, Associate Creative Director, J. Walter Thompson Singapore.
The film also illustrates the features that make the powerful yet portable D7200, which was launched on March 2, a perfect companion for travellers and explorers. These include an improved autofocus sensor module, which works even in low light scenarios, a continuous burst-mode shooting buffer that can store up to 100 continuous jpegs, a time-lapse feature, and built-in Wi-Fi® and NFC for hassle-free connectivity between the D7200 and a smartphone.
‘The Road Less Travelled’ began airing online on April 10, and on Hong Kong TV on April 27. Print and out of home executions were also launched in Hong Kong in the same month.
“Photographers are born to explore. They will travel to foreign lands and go to any lengths to improve and test their photography skills. It is with this understanding that the D7200 was created – with enhanced features and capabilities to empower photographers, giving them peace of mind knowing that they can achieve any photo they’ve dreamed of,” said Ono Hiroaki, General Manager, International Marketing Division, Imaging Group, Nikon Singapore.
Client: Nikon Singapore, International Marketing Division
Agency: J Walter Thompson Singapore
CCO: Valerie Cheng
Associate Creative Director: Ngai Arh Chun
Copywriter: Rebecca Yap
Art Director: Pearlyn Chiam
Head of Account Management: Joseph Chua
Associate Account Director: Missy Tolentino
Account Manager: Jeannette Tan
Strategic Planner: Matt Nolan
Print Producer: Gina Tan
Junior Broadcast Producer: Gaurav Mishra
Production Company: Fresh Films
Film Director: Siraj Jhaveri
Producer: Simon Petter
Photographer: Jesse Estes
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J. Walter Thompson Worldwide, the world’s best-known marketing communications brand, has been making pioneering solutions that build enduring brands and business for more than 150 years. Headquartered in New York, J. Walter Thompson is a true global network with more than 200 offices in over 90 countries, employing nearly 10,000 marketing professionals. The agency consistently ranks among the top networks in the world and continues a dominant presence in the industry by staying on the leading edge—from hiring the industry's first female copywriter to developing award-winning branded content today.
J. Walter Thompson opened its first office in the Asia in 1929, and today employs over 3,800 people in 53 offices across 18 countries in the region.
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Asia Pacific Director of Corporate Communications