The making of Philips' Carousel (Most Contagious)

17 Dec 2009

This video features in Most Contagious 2009, Contagious Magazine's round-up of the most innovative campaigns and trends of the past year. Download the PDF here.

To highlight the Aurea TV’s high def 21:9 frame and inbuilt Ambilight technology, manufacturer Philips came up with a campaign to redefine a category long dominated by Fallon, London’s work for Sony Bravia.

Thanks to the DDB Philips team, Tribal DDB Amsterdam and Stink Digital in London, director Adam Berg created Carousel, an eerie film depicting a complicated heist shot in frozen slow motion. The beauty of the film was not only that it ran exclusively online, but also that the action could be paused at various ‘hotspots’ to enable the viewer to watch brief tutorials from the director, visual effects supervisor and director of photography.

An impressive product demo combined with an engaging piece of content saw 1.9 million visitors staying on the site for an average of 4.5 minutes – twice as long as the length of Carousel itself.

This compelling interactive experience – not a commercial, but rather a piece of commercial video content – scooped the Film Grand Prix at Cannes Lions and Eurobest, the Grand Prix at BIMA and a Silver Cyber Lion. Philips also gave Contagious the chance to bask in our far-sightedness and scare small children when we featured one of Carousel’s terrifying clown masks on the cover of Contagious 19.

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