Ad campaign shot on mobile phone
February 13th, 2009 by Tim Greenhalgh
I blogged last week on the mobile phone as the Fourth Screen (after cinema, TV and computer) and as a powerful capture device with potential for PR, given its immediacy and acceptance as a narrative form, borrowing from documentary theory.
In advertising, mobile companies have experimented with the form, particularly Nokia late last year. And this week, LG stamped its creative credentials with ad campaign filmed entirely on mobile and in ‘mobimentary’ style by fashion photographer Carli Hermes for the launch of its new Renoir handset.
The campaign is Europe-wide, and will run online, on television and in print throughout this month. You can see footage on the making of the ad here. To me, it’s a pretty clear signal that, in context, mobile footage can be a very powerful communicator and I hope this moves it further into the mainstream.
Tags: Carli Hermes, LG Renoir, mobile phone
