Ignited Minds, QuickCam Keep It Real

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LOS ANGELES Breaking nationally this week, a television and online campaign by independent Ignited Minds relies on real people, in real relationships, to promote Logitech’s new QuickCam Web camera.

“A lot of people think of Webcams only in a business context,” said Mike Wolfsohn, vice president-creative director at the Marina del Rey, Calif., agency. The QuickCam campaign, however, demonstrates the ways Web-camera technology can enhance personal lives as well, he said.

Wolfsohn—who worked on the effort with a creative team including copywriter Jason Carter, art director Tim Washburn and reality-TV director Adam Reed—said Ignited Minds began with the “conscious decision” not to fall back on traditional scripted-and-acted commercials.

Instead,





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