This is amazing.
This campaign by Nikon was just highlighted as campaign of the week by CMD Global
It is for the launch of the world's first camera with a built in projector.
Nikon "wanted a high profile campaign to promote the technology" and this execution definitly delivers on that.
The camera's built-in projector allows you to project images on your camera onto any nearby surface.
The brand recruited the Helicopter Boyz, a popular Japanese pop duo to promote the launch. They strapped a heap of these cameras to the boys then had them dance in front of a screen whilst the images were projecting. Watch the video here to get the full picture.
What I love about this campaign is the use of the technology that they are actually promoting to communicate the product benefits.
The execution creates a memorbale experience for the consumer as well as solid proof that the product delivers on its promise.