Olympus OM-D DSL-ARM

Do you suffer from DSL-ARM?

With all the power at almost half the size of a DSLR, the Olympus OM-D E-M5 Mark ll can cure even the most extreme cases of DSL-ARM (a condition caused by carrying around the weight of a giant traditional DSLR camera). See our latest digital campaign for this great camera below.

As users are being driven to getolympus.com/dslarm, we wanted to take the opportunity to add layers to the story. We created a mocumentary that delves further into the characters briefly brought to life in our :30s and :15s pre-roll.
We are now bringing the actual actor with the arm to photo trade events as an experiential stunt. He walks around the station where we offer free massages to people whose arms are tired from their heavy DSLR.
Pre-roll and OLA drove to our DSL-ARM landing page where users could buy the camera or learn more about the affliction.
The DSL-ARM affliction was introduced to the world through targeted :30 and :15 pre-roll. You can check out the launch video below.
One example of DSL-ARM social was to have people share their stories about how big DSLR's affected them.
The Challenge

Let photo enthusiasts know that there is another option besides a traditional DSLR. Rather than lugging around a heavy DSLR, you can get the same power and image quality from a camera nearly half the size.

The Solution

We wanted to deliver this industry-challenging message in a bold and disruptive way. By creating this DSL-ARM affliction, we were able to playfully poke fun at how big and heavy DSLR's are, while serving up the E-M5 Mark II as the clear solution or “cure”. Featured on both photo and travel sites, this targeted pre-roll was part of a larger integrated product campaign highlighting the shocking size disparity between a traditional DSLR and the new Olympus OM-D E-M5 Mark II.

The Result

The campaign has just launched, so please check back!