BMF to launch cinema spot December 23 for P&O Cruises from thousands of still photographs
BMF, Sydney is launching a cinema campaign for P&O Cruises on December 23, created from thousands of still photographs.
The commercial uses a rapid succession of images to show the journey of a couple on a P&O Cruises holiday as they relax and unwind.
CLICK HERE TO VIEW THE SPOT
The technique creates the impression that youʼre looking back over their holiday snaps and the memories they have created.
“With the ever increasing popularity of digital photography and social websites such as
Facebook and Flickr, todayʼs travellers take hundreds of holiday snaps and share them with
their friends. The campaign taps into this insight, to show what a fantastic holiday you can
have on a P&O Cruise,” says Richard Morgan, Associate Creative Director at BMF.
Using a specially-developed camera rig holding up to four Canon 5D cameras at a time, an
average of 16,000 still photographs were captured per day over the course of the eight-day shoot.
The commercials were filmed during the course of an actual cruise to Vanuatu and New
Caledonia, using real passengers as extras.
The 45-second spot, following the couple on holiday launches in cinema on Thursday 23
December, then airs as a 30-second commercial alongside the ʻFamily Photosʼ spot on TV in
January.
Creative Agency: BMF, Sydney
Director: Dael Oates
Production Company: Prodigy Films
Post Production: Fin Design
Media Planning and Buying: Mediacom
Client: Carnival Australia
11 Comments
Nice idea, works well with the holiday insight. I hope I’m not being snide by posting this great example of stop-motion, the idea is about durability not kodak moments, but it is worth sharing:
http://www.youtube.com/watch?v=lzRKEv6cHuk
Wow. That is proper rubbish. Why post it?
cruises are for old people.
This has been done before, and done better. Does that matter?
Probably not.
Does it make me want to take a cruise on P&O?
Definitely not.
Good luck BMF. Client is one worth avoiding on so many counts. Not only are they a bunch of controlling monsters, they have a product that comes with serious baggage.
BMF is good. P&O sucks anus.
Kind of looks like the spirit of tassie ads.
Yes guys, it’s been done before. It’s stop motion for christs sake.
And yes guys, it doesn’t make you or I want to go on a P&O cruise. But I could bet a fair portion of my savings that it’s not targeted towards us. It’s targeted towards older people who are probably not too fussed if some filming technique has been used before or not, and will probably have never seen it (or never noticed it because it hasn’t been used to engage them before).
That said, I must admit that it’s not even nicely done. It looks like a shabby university level effort.
Sorry BMF, but nice try.
BMF are proving, like many other agencies that started as creative hot-shops, that with size comes the sort of business reality that means if you wish to continue making lots of money you do great work for those who want it and rubbish for those who don’t. Merry Xmas, readers.
Would have been far more interesting if you’d mashed it from real peoples photos.
This is boring as batshit
Scary how similar this is to spirit of tassie work – done nearly 2 years ago
UMMM
http://www.youtube.com/watch?v=CCxrbedrOHk