The Campaign Palace Jakarta wins Sony Handycam and launches regional campaign

The Campaign Palace Jakarta has been awarded the regional creative account for Sony Handycam, following a three way pitch with Ogilvy & Mather and Euro RSCG. The agency landed the business in July 2011 and a new TVC has just aired in Vietnam, to launch the new Sony Handycam with Built-In Projector.  The through-the-line campaign includes the TVC running on TV and in cinemas, and includes print, point-of-sale and digital. The campaign will start running in Vietnam, followed by Indonesia and Thailand and then will be gradually rolled out to the rest of the SEA markets.

The TVC, entitled ‘Forever Moments’, demonstrates how technology can help capture those ‘forever moments’ in our lives, such as a child’s first school concert.  Despite her father being unable to attend the actual concert, the Sony Handycam with Built-In Projector enables him to recreate the entire event in the family’s living room, complete with makeshift stage, scenery and audience so they can relive this particular ‘forever moment’ together.   

Commenting on the campaign, Adi “Didot” Prihadi, Creative Director, The Campaign Palace Jakarta said, “Given that the spot needed to resonate across very different markets in the region, we felt that the relationship between a father and his daughter is something that anyone anywhere can easily and emotionally relate to. The really cool and first-of-its-kind new product feature of the Handycam’s ‘built-in projector’ also gave us an interesting angle to tell a fresh story about the lengths that a father would go to, to express his love for his child. Shooting the spot during Ramadhan in Indonesia was also an added challenge as we had to care for the welfare of those who were fasting – hence, we only started shooting in the afternoon and till just before the break-fast of dawn for the 2 full days of filming. As challenging as the shoot was, both our team and the Sony team had a fantastic, fun and even entertaining time through the entire time.”

This is the first major business win for The Campaign Palace Jakarta, recently launched by Y&R as a boutique sister agency to further strengthen its integrated offering to clients across Asia.

Creative credits:

Creative Director: Adi “Didot” Prihadi

Writer: Damaarti Setyoningrum

Art Director: Afi Kafi

Account Management: Charles Alexander & Irene Aninditta

Clients: Isaac Fong, Lim Cai Ling, Hiroshi Sakai, Desy Pamela & Helen Wahyudi

Production House: 25 Frames

Director: Ipang Wahid

Post Production: VHQ Indonesia

Media Agency: MEC