Toshiba Looks Closer with McCann Enterprise

Toshiba UK today unveils its new advertising campaign created by McCann Enterprise to launch its latest tablet, Encore. The £4 million campaign spans TV, cinema, digital, and print activity, and will run across Europe in the lead-up to Christmas.  The UK campaign kicks off online mid-November followed by the TV commercial hitting a broad spectrum of media outlets from 1st December.  It is Toshiba’s first TV advertising campaign in the UK in 4 years and its first above the line investment for tablets.

 

The Encore tablet, available in December 2013, allows users to move seamlessly between working, playing and sharing on a single device and to drive recognition of its impressive functionality, the creative takes consumers on an immersive and infinite journey through the four worlds that Encore opens up: film/music, productivity, connectivity and gaming.  Within each world, consumers are invited to ‘Look closer. See more’ with innovative animations.  

 

Psyop, the specialist animation house, blended traditional 2D animations with filmic camera techniques combined with full 3D effect animation for a unique visual experience. Each and every character or detail relates to a feature of the Encore tablet or the functionality within the tablet.  In the music ‘world’, for example, consumers navigate past a gorilla thumping the speakers on his chest and butterflies whose wings are ears.  The music featured in the TV commercial is from British musician, Dan Croll, and the song is ‘From Nowhere’.

 

Matt McDowell, Marketing Director, Lifestyle Products & Service Group, at Toshiba Europe GmbH, comments: “We’re excited to be making our TV advertising comeback with our Encore tablet. Investing in an integrated campaign across Europe with an ambitious creative shows how serious we are about Encore as a unique offering to meet the differing professional and personal needs of users throughout their entire day.”

 

Will Shepherd, Executive Creative Director, McCann Enterprise said, “The Toshiba Encore packs an incredible amount inside its 8” form. We’ve dramatised this by taking the viewer on a journey like never before – an immersive and infinite exploration of the functionality it has to offer”

 

CREDITS
Brief: Toshiba Encore Tablet 
Client: Toshiba
Agency: McCann Enterprise
Exec Creative Director: Will Shepherd
Creative Directors: Mark McCall, Richard Dorey
Account Handlers: Kat Patterson, Tamsin Devereux, Fred Letts
Agency Producer: Holly Edwards

Production Company: Psyop 
Creative Directors: Kylie Matulick, Fletcher Moules
Producer: Shannon Alexander
Designer: Paul Kim, Therese Larsson, Paul Mager, Chris Martin, Andrew Park, Velwyn Yossy
Lead Technical Director: Stephen DeLalla, Matt Lavoy
Previz Artist: Victor Garza, Brianne Meyer
Modeler: Larissa Docolas, Rie Ito, Wendy Klein, Brianne Meyer
Texture Artist: Larissa Docolas, Wendy Klein
Rigger: David Bokser, Sean Kealey
Lighter: Robby Branham, Stephen DeLalla 
3D Generalist: Stephen DeLalla
3D Animator: David Bokser, Chris Meek, Brianne Meyer
2D Animator: Max Graenitz, Rachel Yonda
Storyboard Artist: Josh Wiesenfeld
Matte Painter: Chris Brock, Edmund Liang, Velwyn Yossy, Paul Kim 
Compositor: Katerina Arroyo, Matt Lavoy
Flame Artist: Matt Lavoy
Editor: Lance Pereira
Assistant Producer: Jessica Schlobolm                                                  

Music Title & Artist: From Nowhere (Artist: Dan Croll) 
Post Production: Psyop / Craft London 
Sound Design: Craft London
Media Planning: Rocket