Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.
Rotter•kantor abandons the standard approach to camera ads for a sexier tack in the first work for Casio’s new Exilim digital camera, which breaks next month.
“Because [the Exilim camera] is so small and sexy and well-designed, we had a chance to position it as a fashion accessory,” said Bob Kantor, chairman of the New York-based shop. “Most cameras are … marketed today based on product features, not positioned as a lifestyle product.”
One TV spot shows a woman trying on different accessories.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in