In a world of so many ad images, and so many bland ad images, Havas Group creative agency, HOY, has found a way to make people pay attention to its campaign for JVC’s 50 inch 4K LED TVs.
The campaign is a series of four historical images in which striking features from life in the past are highlighted. The idea is to draw a parallel between things not seen before and JVC’s high definition TVs that allow the smallest details to be visible.
“I think we found a different way of explaining high-definition. Our idea is based on seeing what we did not see before, which, in this case, has to do with things that happened in front of our eyes and that we all took as natural and everyday, things that some time later, we cannot believe and understand how they were happening before our eyes. They are the things that today make you think backwards and say, ‘I don’t understand how you could smoke on an airplane being an absolutely closed tube,’ for example,” Tony Waissmann, chief creative officer Latam HOY by Havas explained.
Product: JVC 50 ’4k
Client Team: Marcelo Romeo, Maria Fernanda Lota & Emiliano Blas
Agency: HOY Buenos Aires
Chief Creative Officer Latam: Tony Waissmann
Creative Directors: Damián Palopoli & Santiago Ledesma
Head of Production: Maite Orlievsky
Head of Planning: María Cavalieri
Production Company: Hilo Rojo
Retoucher: Walter Becker