Broadcam are a Film and TV Equipment, hire and sales company based in Sydney. They compete with the likes of Panavision, Lemac and other top suppliers to Cameramen and Producers in Asia and Australia. Up until this year they had engaged the services of a designer to produce their advertisements. From June 2005, they engaged Zzarg to create a campaign theat would pitch them as the supplier of choice becuase of their huge technical range and great deals offered to hirers.

"Broadcam" Double Page Spread Feature in the ENCORE Magazine

We developed a campaign that was based around getting cut through by surprising the reader and telling a story about their range ad deals in a visual way. Rather than look at the gear itself in pictures, we have concentraed on the end result which is based around - "the more you hire the more you save".

"Broadcam" Advertisment ENCORE Directory

We then moved the campaign into the directory listing for the film industry and created a fecticious series of camera lenses that had an unbelieveale range as written on their dial. The image is pitched directly at the technical expertise of the hirer and creates an instant affinity with the camerman, director or producer hiring the equipment. The end result is that the image conveys a HUGE range without showing tens of tiny pictures of cameras and equipment.