DSLR Clueless

Sony has launched “DSLR Clueless”, an online advertising campaign for the NEX camera range, created to out those with DSLR gear and no idea how to use it. Nine videos on the DSLRGearNoIdea Youtube channel expose the foolishness of Macro Freaks, Flashers, Foreign Correspondents, Lens Spotters, F-Stop Fusspots, Sideline Heroes, Vidiots and Status Updaters. The campaign will be seeded via social media, online publications and photo enthusiast blogs and websites, encouraging viewers to share it with someone who reminds them of the personas featured in the video. The campaign also involves an extensive media schedule that includes out of home media, retail, experiential, digital and radio.

DSLR Status Updaters


These are the DSLR clueless – all the gear and no idea. Click on the image below to play the video in YouTube (HD)

Australia boasts strong ownership of DSLR cameras with 30% of Australians having purchased one of these professional cameras. However according to a Sony study, this ownership has not translated into an upgrade of skills with almost two-thirds of DSLR consumers using their camera on auto-mode either always or most of the time. Furthermore, the study shows that one in three DSLR owners don’t know how to use their camera, which may correlate to why so many DSLR users are snapping images purely on auto-mode.

DSLR Clueless

The F-Stop Fusspots discover the Flash going off when they least expect it. Click on the image below to play the F-Stop Fusspots video in YouTube (HD)

Click on the image below to play the Macro Freak video in YouTube (HD)

Click on the image below to play the Vidiot video in YouTube (HD)

Click on the image below to play the Status Updaters video in YouTube (HD)

Click on the image below to play the Flasher video in YouTube (HD)

Click on the image below to play the Lens Spotter video in YouTube (HD)

Click on the image below to play the Foreign Correspondent video in YouTube (HD)

Click on the image below to play the Sideline Hero video in YouTube (HD)

Credits

The Clueless campaign was developed at Havas Worldwide Sydney by executive creative director Steve Coll, digital creative director Jay Morgan, creatives Chris Johnson and Paris Giannakis, senior account director Alice Harrington, senior account manager Siobhain Hayes, agency producer Ros Payne.

Filming was shot by director Scott Otto Anderson via Photoplay with producer Florence Tourbier.

Media was handled by OMG. Strategy was managed by Naked Communications. PR was handled by Hausmann.