London-based agency Brave launched a new campaign for Panasonic, promoting the brand’s new range of 4K Pro HDR televisions as “True to the Filmmakers’ Vision.”
At the heart of the campaign is a 60-second spot telling the narrative of two characters each embarking on a journey while dealing with the end of the their relationship. The (kind of cheesy) story is told with a series of flashbacks in reverse, ending with the characters arriving at the same location. You’d be excused for missing the details of that narrative, however, as it is delivered in a fairly subtle way, almost in the background. More prominent is the message about how the 4K Pro HDR range of televisions were “tuned by Hollywood professionals” to help filmmakers “show you the beauty of our world” and “help you discover new ones.” The campaign will run on broadcast across Europe, and also in select cinemas, with support from OOH, digital, print and in-store initiatives. Appropriately enough, there’s also a director’s commentary video with Vanja Černjul (Orange is the New Black, Marco Polo) about the possibilities and challenges of working with the HDR technology on the spot.
“This project was complex from the start as we were trying to achieve a ‘mise en abîme’, where we were creating a film within a film,” explains Brave creative head Rob Butcher. “So, working with the right production partners was a huge part in being able to deliver the campaign. The techniques used to create these films are only just being devised and experimented with in Hollywood, so to see this being used to deliver a commercial campaign for Panasonic is potentially a world first.”
Credits:
Creative Agency: Brave Team
Creative Director: Colin Jones and Liam Fenton
Senior Art Director: Rob Butcher
Production Director: Carl Gonsalves
Business Director: Stefan Kann
Production: Outsider/Rebel
Producer: Omelihu Nwanguma
Director: Nic Lowicz
Post Production /4K HDR Consultant: MyTherapy
Chief Colourist/Consultant: Dado Valentic
Producer: Ivana Bajic
Music & Sound Design: Goldstein Music Production
Managing Director: Jonathan Goldstein
Producer: Jeanette Little