Dentsu Promo, Case study IPAD LIGHT PAINTING by Dentsu London

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Industry Advertising agencies, Business equipment & services
Media Promo & PR, Case study
Market United Kingdom
Agency Dentsu London
Creative Director Matt Jones
Released September 2010

Credits & Description

Category: Best Use of Other Digital Media
Date of First Appearance: Sep 14 2010
Entry URL:
Director (iPad Light Painting): Timo Arnall (Berg)
Director (iPad Light Painting): Jack Schulze (Berg)
Designer (iPad Light Painting & Penki): Campbell Orme (Berg)
Executive Strategy Director (iPad Light Painting & Penki): Beeker Northam (Dentsu London)
Music Artist/Composer (iPad Light Painting): Matthew Irvine Brown (Berg)
Dubbing Mixer (iPad Light Painting): Liam Paton (Resonate)
Dubbing Mixer (iPad Light Painting): Andy Theakstone (Resonate)
Creative Director & Designer (Penki): Matt Jones (Berg)
Designer (Penki): Camille Bozzini (Dentsu London)
Chief Technical Officer (Penki): Nick Ludlam (Berg)
Media placement: Online Film - Vimeo - 14th September 2010
Media placement: Online Film - Dentsu London Blog - 14th September 2010
Media placement: Online Film - Dentsu London Twitter - 14th September 2010
Media placement: IPhone App - ITunes - 23rd November 2010

Insights, Strategy & the Idea
As a new agency, we wanted to bring to life our creative philosophy of Making Future Magic. The target audience was the industry, clients and the wider public, many of whom were unaware of Dentsu London. Our aim was to intrigue and delight them by creating work that communicated our ideals whilst exploring new media platforms.

The iPad Light Painting film and the resulting creation of Penki - an app that translates the technique to the iPhone - shows that we understand how to utilise emergent technology in a way that is creatively engaging, communicative and effective. The fact that the film was shared so widely proves that it resonated across its broad target audience.

Creative Execution
We worked with design and invention company BERG to create a new light painting technique using iPads and stop motion photography. The resulting short film visually communicated our positioning of Making Future Magic and was published online.

The film was initially published on Vimeo and on our agency blog and twitter stream, as well as BERG’s. From there, it was picked up by various blogs and media outlets, including the influential technology blog Gizmodo which is where Stephen Fry saw it. Once he tweeted about the film, it went viral online and passed into offline media, even featuring on the BBC’s primetime Newsnight programme. With interest in the iPad at its height, search engine optimisation also influenced the reach of the film.

Results and Effectiveness
To date, the film has been viewed over 1.5 million times and has earned over 8 million online media impressions. The film (and, as a result, Dentsu London) received extensive media coverage both on and offline. Due to popular demand, we created Penki, an iPhone app that allows users to create their own light paintings. Penki has sold over 4,000 units.

In terms of raising the agency’s profile, the film was a success. It continues to produce coverage and interest in both the agency and Making Future Magic and established our reputation as an industry innovator.