Internet advertising that goes beyond classic banners. Concentration: Idea

1. LYTRO
CAMERA
CREATED BY JIRI JON & HEATHER POTTS

2. THE BRIEF
The Product: Lytro camera – a camera that captures the
entire light spectrum, thus allowing focusing after taking a
picture
The Target Audience: occasional photographers, aged 15-60,
not very tech-savvy, but savvy enough to go online
The Key Objective: to introduce the new camera and raise
awareness about the possibilities of its technology
The Deliverables: web banner (any kind)

3. THE EXECUTION
The ad starts as a regular banner, showing a picture that is
clearly out of focus.

4. THE EXECUTION
The picture in the banner changes to attract the attention of
the consumer.

5. THE EXECUTION
After mousing over the picture, the banner becomes a
takover and a hand with the
Lytro camera appears.

6. THE EXECUTION
The hand slowly moves across the screen and aligns with the
out of focus picture

7. THE EXECUTION
The picture comes into focus, thus highliting the key benefit
of the product.

8. THE EXECUTION
The banner expands and provides a body copy, explaining
the functions of the camera.
It also tells the consumers to
mouse over hotspots or to
visit Lytro’s website.

9. THE EXECUTION
Mousing overvarious hotspots makes the picture focus on
various things – exactly like
the camera in real life.
Consumers can experience the
benefits of the camera without
having to see it in real life.