Nikon draws on 3D for cinema campaign

By By Alexandra Roach | 10 July 2012

As the Australian Creative Excellence Showcase (ACES) for cinema and TV advertising approach, camera brand Nikon has highlighted the rise of 3D cinema and converted its 'I Am Nikon' ad into 3D.

Starring celebrity chef Jamie Oliver and singer Robbie Williams and set to the song 'Welcome Home' by Radical Face, the ad was converted to 3D with the assistance of Val Morgan and filmmaker Peter Jackson's post-production studio Park Road. The TV and 2D cinema campaign has been in the Australian market for over a year.

The ad features Australian surfer Stephanie Gilmore as well as everyday moments from the lives of people.

Nikon Australia's senior marketing manager Nick Segger said the 3D conversion was “the logical next step” for the ad “following the huge success of the 'I Am Nikon' campaign for TV”.

“Nikon is committed to the use of innovative, emerging technology in our cameras and lenses and we feel 3D advertising is a reflection of this,” Segger said. “Watching our two-minute cinema ad on the big screen with surround sound is a moving experience [and] seeing it in 3D is taking it to the next level.”

Val Morgan's national sales manager Dan Hill said: “3D content is becoming increasingly popular [... and] savvy brands are understanding that cinema provides the ultimate audio visular platform for advertising. Combined with 3D technology and cinemas' ability to cost-effectively run non-traditional length commercials [...] we are seeing a renaissance in marketing produced to entertain.”

The two-minute ad, the longest Val Morgan has seen through the conversion to 3D, will be screened before all films shown at Hoyts and Event Cinemas throughout Australia beginning 12 July.

Entries for the ACES awards are now open, and will close 10 August. The ACES will be held in September.

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