NEW YORK Grey and client Panasonic have teamed to create "The One That Got Away," a program that allows creatives to make a commercial for an existing client using a Panasonic HD camera for free.
Similar to the Sony "Dreams" initiative, which offers directors a Sony camera to use gratis on a short film, "The One That Got Away" will instead target agency creative personnel.
"Our thought was to put the Panasonic HD camera in the hands of creatives and let them see what it can do for them," said Nancy Axthelm, creative director of broadcast production at Grey in New York.
Up to 15 agency creatives will be given the cameras in January to shoot commercials. A volunteer production staff will be available. Interested creatives should contact Aaron Royer, senior vice president and associate director of content at Grey.
The resulting ads will be screened during the Association of Independent Commercial Producers week in June 2006.