Letting the camera speak for itself

How do you promote a camera that can take photos and videos 30 feet underwater? Or that can withstand temperatures of -10 degrees, a 6 foot drop or even 220 pounds of pressure? You make an exclusively digital campaign to prove it works flawlessly in all of these conditions. In short, you let the camera speak for itself.

The Olympus Stylus Tough is virtually indestructible, but we decided to try anyway by bringing it to mountains, rivers, ocean bottoms, laundromats and even bowling alleys to see what the camera could actually withstand.

The challenges we set up were wide ranging from placing the camera inside a wash cycle to putting it in a lobster trap in Maine to placing it inside a set of bowling pins to running it over with a snow grooming machine. Each test could have proved fatal for the camera, but it easily made it through all of the challenges. Stylus Tough is a great, easy-to-use camera for taking both photos and video on the go or for extreme sports or for pretty much anything that has some rugged shooting conditions involved.

We found some pretty interesting ways of bringing the campaign to life. For instance, it’s running as pre-roll units on Transworld surrounding X-Games content. They can also be found on the video network Yume as well as Smart Clip. We’re leveraging a lot of expandable banners where you can view all the videos. The videos are also currently living together on the Olympus website.