Sunday September 27 2009 / Science & Technology - Art & Design
This internet video for Philips, called 'Carousel', took a top prize at the Cannes film festival in a category that is traditionally awarded to a TV advertisement. The video Cinema 21:9 introduced the "world's first cinema proportion TV." Viewers can click hot-spots to make it feel as if they control the film about a botched armed robbery at a hospital. The website www.philips.com/cinema has already had more than 1 million unique visitors.
"It has a lot of different elements," said David Lubars, chairman, chief creative officer, BBDO, North America and the jury president for film. "It's an example of showing the way forward."
The video runs for two minutes and 19 seconds, an intentional length in order to promote the set's 21:9 display proportion. People can toggle between the aspect ratios and activate the set's signature Ambilight feature, backlighting on the set that makes it feel more like a movie theater.
"We wanted people to experience the difference between 16.9 and 21.9 TV and we wanted them to experience between having Ambilight on and Ambilight off," says Gary Raucher, head of integrated marketing communications for Philips consumer lifeystle.
The production agency wanted to created something memorable and used a dark setting, eerie music and dead robbers in clown suits to demonstrate the product.
"We wanted to create something cinematic, action packed and heart-stopping that would get the audiences attention," said Chris Baylis, executive creative director, Tribal DDB Amsterdam. We were still discussing the masks two days before the shoot. The crazy evil clown masks are the ones we went for because it made Ambilight look great. "If you have a fast broadband connection, I highly recommend downloading the ultra high definition version for maximum experience. www.cinema.philips.com