Hoya Corporation Outdoor MAKE YOUR OWN COLOURS by ADK Asatsu-DK Tokyo

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Industry Photo & Video Cameras, Accessories
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market Japan
Agency ADK Asatsu-DK Tokyo
Creative Director Tomotake Kawagoe
Art Director Tetsufumi Takei
Copywriter Atsushi Matsumoto
Producer Hirofumi Sato
Released November 2010

Credits & Description

Category: Home Electronics & Audio-Visual
Advertiser: HOYA
Product/Service: CAMERA
Date of First Appearance: Nov 24 2010
Entrant Company: ADK JAPAN, Tokyo, JAPAN
Creative Director: Tomotake Kawagoe
Copywriter: Atsushi Matsumoto
Art Director: Tetsufumi Takei
Producer: Hirofumi Sato
Planner: Hiroki Ishiyama
Other Credits: Designer Kenichi Yamamoto/Chika Shimizu

English Translation of Main Headlines
The purpose was to rejuvenate the struggling camera brand. We first began the process by changing the product. The idea was to create a digital SLR camera with 12 body and 10 grip color choices to create a maximum of 120 color combinations, as well as 12 lens colors.
A major campaign was launched to appeal the camera with colors for every personality.
The camera with 120 possible color combinations was advertised in forms of TV commercials, posters, and digital signage