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Wedding Rewinded Objective: in September 2011 Nikon releases a unique compact camera. The dynamic staging of the product gives the press and the sales people the chance to actively test the innovative range of services that the Nikon 1 offers. The distinctive points they remember shall establish Nikon as the ‘leading brand’. Creative idea and description: the agency boost the journalists’ and sales people’s ego and invite them to capture as VIP photographers the most emotional moments of a pretty crazy wedding at which we can either pause life or rewind the time: Wedding rewinded. It is a surprising live staging with actors in a 3D pop-up scenery: Church, ‘Just married’, party. Every scene is dedicated to a different innovative function of the Nikon 1 that the guests can actively try out. During the ceremony spontaneous modifications of the pop-up scenery and unexpected interventions take everyone by surprise, they are totally unforeseen - just like the best motives in real life. With so much ‘action’ even the best photographer loses a great motive sometimes. No

problem: we rewind certain scenes. Live. For example when the groom forgets the rings. Agitated he leaves the bride and the church to get them. And with him the scene runs backwards: everyone moves like in a rewinding movie back to the beginning of the ceremony. Staging and set design: out of nothing an altar appears. And disappears just as fast. Instead of speaking sententiously the priest raps his text with all his might. The dynamic staging with spontaneous modifications of the 3D pop-up scenery and unexpected interventions gives the press and the sales people the chance to actively test the innovative range of services that the Nikon 1 offers. The nationwide wedding takes place at 50 events in 13 cities. Results: forwards, backwards, still image - at the end of the tour everyone is happy: the guests took 250,000 pictures in total and are enthusiastic about the Nikon 1. Nikon is happy about the strong feedback from the press and trade partners.

[ DATA SHEET] Country: Germany Organiser: Jung von Matt/relations Client: Nikon Date: September 29th - October 21st, 2011 Target: press and trade partners Location: Berlin, Leipzig, München, Stuttgart, Mannheim, Frankfurt, Nürnberg, Hamburg, Bremen, Hannover, Dortmund, Düsseldorf, Köln Budget: up € 500,000 to € 1,000,000

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European Events Annual 2012  

The European Events Annual is a publishing showcase for all the enrolled projects by agencies and companies in the European Best Event Award...