Sony ANZ’s summer holiday season campaign focused on Digital Imaging (DI) products with strong offers on still & cameras for amateur and professional photography/ videography lovers.
The campaign team decided to keep the summer theme from precious years but go for a simple, sleek and refreshed look. To keep the summer feel, the designs used mint blue as major background colour. Dominant copy was in bright cinnabar which contrasted strongly with the hues of the cool and fresh summer scenes. Headlines in a solid brush stroke effect font and loose outlined price/offer bubbles made the design more engaging and fun.
The design challenged the conventional stereotype of tidy formatted and dark colour themed layouts normally used in DI product promotions and achieved outstanding sales results. The results were so strong that the campaign was recycled for another round in early 2017.