Our new national campaign for Kodak launched this week, featuring four celebrity recording artists - Drake, Trey Songz, Pitbull, and Rihanna. "So Kodak" was celebrated in style at a red carpet event at the Best Buy Theater in New York City, with musical performances by Drake and Trey Songz.
The "So Kodak" campaign supports Kodak's effort to appeal to a broader target audience of young, hip, socially connected urban consumers. The phrase "So Kodak" has already been adopted into the urban lexicon as an adjective to describe something hot, stylish, and memorable. In short, "So Kodak" means photo-worthy.
To bring "So Kodak" to life, we created twelve 15-second spots that we've dubbed "Bragging Rights." Taken together, the spots form a larger narrative - a friendly game of one-upmanship among the celebs. For example, Drake sees a photo of Pitbull at a hot downtown nightclub, and shoots back a photo of Radio City Music Hall, where the marquee reveals Drake is the headlining performer.
The spots highlight Kodak's newest EasyShare digital cameras, featuring the socially savvy Share button. The Share button lets users share their photos instantly with friends, family, Facebook, YouTube, and other social networks.
The campaign will include TV, radio, outdoor, social media, and online advertising. Partners + Napier is responsible for all the creative.
To see the spots and learn more about the campaign, visit www.sokodak.com .
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