THE BRIEFThe Product: Lytro camera – a camera that captures theentire light spectrum, thus allowing focusing after taking apictureThe Target Audience: occasional photographers, aged 15-60,not very tech-savvy, but savvy enough to go onlineThe Key Objective: to introduce the new camera and raiseawareness about the possibilities of its technologyThe Deliverables: web banner (any kind)
THE EXECUTIONThe ad starts as a regular banner, showing a picture that isclearly out of focus.
THE EXECUTIONThe picture in the banner changes to attract the attention ofthe consumer.
THE EXECUTIONAfter mousing over the picture, the banner becomes atakover and a hand with theLytro camera appears.
THE EXECUTIONThe hand slowly moves across the screen and aligns with theout of focus picture
THE EXECUTIONThe picture comes into focus, thus highliting the key benefitof the product.
THE EXECUTIONThe banner expands and provides a body copy, explainingthe functions of the camera.It also tells the consumers tomouse over hotspots or tovisit Lytro’s website.
THE EXECUTIONMousing overvarious hotspots makes the picture focus onvarious things – exactly likethe camera in real life.Consumers can experience thebenefits of the camera withouthaving to see it in real life.