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Sony Australia & Havas Worldwide Sydney Launch New Campaign, 2 years, 5 months ago

To build awareness of the benefits of Sony’s mirrorless camera technology, and its ability to offer the same professional picture quality as DSLRs

Sony Australia & Havas Worldwide Sydney Launch New Campaign

Sony Australia declares mirrorless cameras are the future with its new ad campaign from Havas Worldwide Sydney. Launching this week across broadcast, digital and retail channels, the campaign aims to build awareness of the benefits of Sony’s mirrorless camera technology, and its ability to offer the same professional picture quality as DSLRs, minus the added weight and bulk traditionally required to house an internal mirror.

While filmed in Namibia, the new ad marks Sony Australia’s first locally produced television campaign for its award winning Alpha camera range. The 30 second TV commercial, which debuts on-air this Saturday, will appear on networks including Seven, TEN and Eleven.

The campaign shatters the myth that DSLR style cameras are the go-to models for professional and amateur photographers a-like; highlighting that mirrorless is the way of the future. The Alpha range includes the world’s smallest1, lightest 35mm full-frame interchangeable lens cameras (α7 series) and the world’s fastest auto-focus in an interchangeable lens camera2 (α6000).

"We wanted to make a statement with this campaign, and end the misconception that large-format DSLR cameras are the only way to achieve high-end photographs,” said Sam Williams, Head of Marketing Communications at Sony Australia and New Zealand. “This is an exciting moment for us as we confidently embrace the future of photography and draw attention to Sony’s mirrorless technology. We look forward to seeing how consumers respond."

“This campaign centres around what Sony removed to take photography forward, said Tim Green, executive creative director, Havas Worldwide Sydney. “The mirrorless technology in Sony’s new Alpha range will transform the category and render the DSLR’s hold on high-end photography a thing of the past. This is a beautifully simple and powerful line drawn in the sand.”

Creative Agency

Account Manager: Lawrence Pretty

Creative Agency: Havas Worldwide Sydney

Creative Director: Seamus Higgins & Stuart Turner

Designer: Darren Cole

Executive Creative Director: Tim Green

Group Account Director: Brent Kerby 

Head of Broadcast: Monique Pardavi

PR: Hausmann Communications

Senior Account Director: Steve Osaer

Media Agency

Media Agency: OmnicomMediaGroup

Music and Sound

Composer: Elliott Wheeler, Turning Studios 

Sound Design: Abby Sie, SongZu


Editor: Tim Mauger, The Butchery

Post Production / VFX

Post Production House: Beryl, Auckland 

Visual Effects: Max Poolman

Production Company

Director: Noah Marshall 

DOP: Jamie Ramsey

Executive Producer: Edward Pontifex

Managing Director: Wilf Sweetland

Producer: Tony Whyman

Production Company: The Sweet Shop

Category: Cameras , It, phones, Av and computers

Genre: Visual VFX