R/GA Singapore creates global campaign for Nikon
Digital specialist agency R/GA Singapore has created ‘Capture Tomorrow’, a global campaign for Nikon. The campaign has launched internationally to coincide with the arrival of Nikon’s Z-series mirrorless camera on the market.
To develop the digital and print campaign, R/GA partnered with Chilean documentary photographer Tamara Merino, German fashion photographer Jamari Lior and Thai landscape photographer Weerapong Chaipuck.
Nikon’s global head of media and communications Stephanie Dugas said: “‘Capture Tomorrow’ pivots Nikon towards a future-oriented outlook. It focuses on the brand’s energy in driving excellence and reshaping the future of photography to explore limitless possibilities.”
R/GA Singapore had been working with Nikon since 2017, before being assigned the global agency of record mandate earlier this year.
R/GA’s Asia-Pacific vice-president and executive creative director Bob Mackintosh said: “We wanted to showcase the capabilities of the camera authentically, because they speak for themselves.
“The most powerful way to do that was to use the product itself to document how real photographers tackle real problems. It makes the advancements of the Z series immediately tangible for professional and amateur users alike.”
Credits:
VP and executive creative director APAC: Bob Mackintosh
Managing director: Dorothy Peng
Creative director: Cyril Louis
Associate creative director – visual design: Sylvester Poh
Associate creative director – copy: Adam Yeo
Visual designer: Jeremy Lin
Copywriter: Aiktiao Tay
Senior account director: Lynette Chua
Account director: Methavee Tontaveetong
Senior producer: Marianne Whitman
Senior producer: Sebastien Py
Senior content producer: Helene Garcia
Group production director: Tris Chung
Group strategy director: Joshua Kwah
Senior strategist: Roana Brito
Senior strategist: Gaurav Gursahani
Is that it? Nikon used to run some of the greatest advertising in the world. Now they are reduced to this [Edited under Mumbrella’s community guidelines]. What a shame. Usual tripe from the [Edited under Mumbrella’s community guidelines] as well.
ReplyLOL this is exactly the type of advertising [Edited under Mumbrella’s community guidelines] that continues to make the ad industry even more irrelevant. “Capture Tomorrow” what does that even mean? What’s sad is that Nikon makes fantastic cameras, it always has. Where’s the voice of the brand – where’s the statement that tells people why my moments in life should be captured with a piece of equipment that allows me to re-live it as closely to how I experienced it?
ReplyWhy would I need to invest in a Nikon to shoot such crap when I have a camera on my phone?
ReplySorry but this is absolutely awful. It’s so weak and ineffectual it’s embarrassing. It seems the brand and agency are so worried about upsetting anyone that they end up with the most bland cack possible.
Nikon is in dire need of a [Edited under Mumbrella’s community guidelines] with vision and balls and a like-minded agency.
ReplyI assumed the comments above would be the usual moaning, but then I watched the video.
God awful.
Photographer on a shoot relates to me the potential consumer in what way? We know prhotographers use cameras. Then what?
Reply“The most powerful way to do that was to use the product itself to document how real photographers tackle real problems”
REALLY? that’s groundbreaking insight?
WHOOAAAAA. We would have never sussed that one out ourselves.
#kowtow
Reply9 times out of 10, the culprit for drivel is the planner.
The rest (even CCO) are just too scared to tell them to piss off when they’re talking crap and are too long winded…they think they are brand philosophers.
I run out of fingers when I count the times a planner has ruined a pitch or a decent project, and there is absolutely no blow back for them.
Replythis camera is actually a big deal for the photography community. It’s Sony’s first major full-frame mirrorless competitor in the market in what, five years? And that’s a big deal. Photographers have been waiting eagerly for it and Canon’s equivalent. As a consumer myself I didn’t see any of that, nor a point of view of what the brand has to say. this is disappointing.
ReplyI thought it’s about Nikon LOL
ReplySeriously. “Capture tomorrow”. What the actual Ef. Three planners, four creative directors, three or four producers and what comes out is basically a mood film for a mid-level fashion brand. If I was someone from the agency I’d be ashamed to have my name on this piece of nonsense.
Reply…involved, to produce something so weak. Must have made for great agency fees though.
ReplyThis creative work, collateral work and all the digital work that went with it from R/GA Singapore is absolute garbage. I played it twice just to make sure I didn’t miss any covert brilliance or in the very least a strategy. [Edited under Mumbrella’s community guidelines]? You’ve just shat one of the worst videos ever for one of the best camera brands in the world. This is so depressing, but thanks for listing all the credits so we know who to avoid hiring. Cheers to nothing.
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