Lorex Active
Advertising + Packaging
"Long Afterward" Campaign
Challenge
Lorex Technology launched a pilot line of products, from 180-degree HD glasses to mounted cameras, aimed directly at sports and outdoors enthusiasts who wished to record their outdoor experiences. Lorex asked for a campaign that reflected the adventurous nature of their customers, and promoted the value of recording once-in-a-lifetime experiences.
Lorex Technology launched a pilot line of products, from 180-degree HD glasses to mounted cameras, aimed directly at sports and outdoors enthusiasts who wished to record their outdoor experiences. Lorex asked for a campaign that reflected the adventurous nature of their customers, and promoted the value of recording once-in-a-lifetime experiences.
Creative Insight
The creative direction focused on the unique experiences lived by people who otherwise wouldn't have any recorded memories of those in-the-moment experiences to share with friends, families, or even the world.
Execution
By utilizing visually striking and extreme images of moments frozen in time, the campaign concept is driven through a simple message: "If you don't record it, it'll only live in your head." The creative choice was made to use slices of lives that are within reach to most outdoor enthusiasts, instead of unrelatable experiences, such as sky diving from space. The final executions, therefore, showed everyday people running their first marathon, climbing cliffs on vacation, or jumping off waterfalls during an anniversary cruise, which made the campaign easy for people to relate to, many of whom had likely never thought about recording such events.
Why It Works
The eye-catching images show consumers the expereince they, too, can have, and sugges that, with these products, they can relive their adventures long after the fact. The ads appeal not only to the desire to relive great adventures, but the need to share those experiences with friends via the Internet, social media, etc. It turns once-in-a-lifetime experience into a record of acheivement that can be shared over and over again.
The lightweight glasses come in two models: Standard HD and 180 Degrees Wide-Angle HD.
The Active Camera can be mounted on just about anything, from helmets to bicycle handlebars.
The lightweight Wide-Angle HD glasses offer a great alternative to runners who shy away from the heavier mounted-style cameras.
The packaging was designed to accomodate multiple markets/languages. The bottom container (cardboard) is standard for all markets, while the top sleeve (white) accomodates market-specific requirements (languages, customer service contacts, electrical and safety warnings, available accessories, etc..)
—> Work in progress, please stay tuned.
