Nikon Asia encourages aspiring photographers to immerse themselves in adventure and explore life off the beaten track in the ‘The Road Less Travelled’, a campaign created by J. Walter Thompson Singapore to promote the newly-launched Nikon D7200 DSLR.
The campaign tells the story of a photographer who’s exploring Vietnam, capturing remarkable images of the countryside and people he meets along the way. The campaign celebrates a photographer’s determination in enduring challenges as they journey to capture a dream shot. In the process, it highlights the inseparable bond between the photographer and the D7200 – a reliable companion throughout the uncertainties and excitement that exploration brings.
“‘The Road Less Travelled’ resonates with any photographer because it is an authentic and honest reflection of their passion for photography. In fact, the insight of perseverance was born out of actual conversations with Nikon photographers. A photographer’s journey to a dream destination is as important as the final image,” said Ngai Arh Chun, Associate Creative Director at J. Walter Thompson Singapore.
The film also illustrates the features that make the D7200, which was launched on March 2, 2015 a “perfect companion” for travellers and explorers. These include an improved autofocus sensor module, which works even in low light scenarios, a continuous burst-mode shooting buffer that can store up to 100 continuous jpegs, a time-lapse feature, and built-in Wi-Fi and NFC for hassle-free connectivity between the D7200 and a smartphone.
‘The Road Less Travelled’ began airing online on April 10, and on Hong Kong TV on April 27. Print and out of home executions were also launched in Hong Kong in the same month.
“Photographers are born to explore. They will travel to foreign lands and go to any lengths to improve and test their photography skills. It is with this understanding that the D7200 was created – with enhanced features and capabilities to empower photographers, giving them peace of mind knowing that they can achieve any photo they’ve dreamed of,” said Ono Hiroaki, General Manager, International Marketing Division, Imaging Group at Nikon Singapore.
Client: Nikon Singapore, International Marketing Division
Agency: J. Walter Thompson Singapore
CCO: Valerie Cheng
Associate Creative Director: Ngai Arh Chun
Copywriter: Rebecca Yap
Art Director: Pearlyn Chiam
Head of Account Management: Joseph Chua
Associate Account Director: Missy Tolentino
Account Manager: Jeannette Tan
Strategic Planner: Matt Nolan
Print Producer: Gina Tan
Junior Broadcast Producer: Gaurav Mishra
Production Company: Fresh Films
Film Director: Siraj Jhaveri
Producer: Simon Petter
Photographer: Jesse Estes