![]() Importantly, the music was formatted so that it could be properly distorted as the viewers interacted with the film either through the hot spots or as they moved the frames backwards and forwards. Technically, the film was shot keeping the actors motionless in a particular pose, while the camera continuously shot the sequence, navigating its way through the scene of still actors and props. ![]() Philips’ intention was to create a film that would excite movie-lovers, a segment of their target audience, and demonstrate the TV’s main benefits of Ambilight, Cinema 21:9, and superior picture quality. As we view the footage, we realize when we come to the end, that we are remarkably right back at the beginning of the sequence. ![]() The story seems to unfold from an almost CSI-type perspective, where the viewer is taken back to the crime scene, seeing it frozen in time. It uses a haunting sound-track and no words to tell the story of an armored-car heist gone painfully wrong with all the expected accoutrements of money, gunfire, breaking glass, police, and casualties. The film is shot in one continuous sequence, offering a glimpse into the world of film production. To ensure Phillips learns the most from this approach, they are currently running a short market research survey on the site to assess the effectiveness of this approach. These hot spots take viewers into the depths of the film, showing how the video was created from the perspective of the director, special effects experts, and lighting specialists – fascinating. When viewing the film on Phillips’ microsite, viewers can intuitively use the mouse to move the video forwards or backwards frame by frame and click on interactive hot spots to see more. In this on-line video Phillips uses the power of the Internet to communicate the product benefits in an interactive fashion not seen before. “Carousel” is the 2 minute and 19 second on-line video that Phillips posted on their microsite,, and uploaded to YouTube for all to experience. Phillips uses this creativity to market their new Cinema 21:9 LCD TV on-line, allowing viewers at home to experience the same smooth viewing found in a movie theatre. It appears that discerning consumers respond to nothing short of creativity on the Internet and this is needed to deliver results - particularly, if traditional media is not part of the media mix. “Carousel” is an important piece of communication that needs to be examined in terms of how the Internet is used to effectively communicate with consumers. “Carousel,” is the second on-line film to win this coveted award in the last 3 years, rising out of the shadows of the Dove "evolution" spot which won the award in 2007. It uses imagination to communicate the benefits of a new technology and ambushes the consumer on the Internet with its creativity. Phillips' on-line film CAROUSEL was created by Tribal DDB Amsterdam and is truly an unusual promotional piece that deserves a closer look. These scenes are then carried over into other parts of the music video through synergistic images of clowns and other scenes from the film. The music video, which can be found on YouTube and linked below, prominently features footage from the Phillips "Carousel" film, and in fact starts by zooming in on the Phillips TV, taking us directly into the film footage. Phillips’ “Carousel” the winner of the Film Grand Prix (and the Cyber Silver Lion) from the Cannes Lions International Advertising Festival in 2009 is now collaborating with the musician 50 Cent and is prominently featured in their new music video 50 Cent- OK You're Right from their album BEFORE I SELF DESTRUCT which will be in stores September 2009.
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