Back Into Life: How We Told OrCam’s Story

Back Into Life: How We Told OrCam’s Story

It’s not every day that a campaign like this comes along. When Orcam handed us the responsibilities for producing their new OTT campaign and media buying to launch in the German market, we were elated. Not only are their products revolutionary in assisting the visually impaired, but for us it was an exciting growth challenge: to boost awareness of Orcam’s MyEye product in a new market, the messaging and creatives had to be anything but ordinary.

So, what is MyEye and what can it do? It is a voice activated device that can be attached to any pair of glasses to read aloud text from a book, a screen, currencies and more. The device is designed to assist visually impaired individuals by bringing more efficiency and independence to their daily lives and activities. To make sure viewers understood the product and brand well, our creatives took a storytelling approach which had authenticity as its core: we focused on portraying the real life experiences of the people who use OrCam’s products.

Back into life, with OrCam

The Back Into Life series, which recently streamed on Joyn and TVnow in Germany, features two spots that revolve around the lives of protagonists Silja Korn, a Berlin-based blind artist, and Ralf Hohn, a blind radio host and musician. Both stories highlight how OrCam makes their daily lives easier: for Silja, it helps recognise different colours while she’s painting and for Ralf, the device reads music notes and radio scripts while on-air. OrCam’s MyEye also helps them read text from newspapers, product labels and even bank notes. 

Here’s how Silja uses MyEye for bringing her art to life. 

And here’s how Ralf’s passion for music reaches new heights thanks to OrCam.

The creatives help deliver the message that no two people would use MyEye the same way: OrCam’s intuitive devices adapt to your lifestyle, instead of the other way around. 

How the story came together: First, we went the extra mile 

For some behind the scenes scoop, we spoke to the creative minds behind this production Lennart Frank, Creative Director and Thomas Siudmak, Senior Producer.

When we first chatted with the client, they wanted to go live quickly in Germany. For this, the initial brief was to localise their existing content and come up with a straightforward concept. However, once this was live, our Creation and Production team went the extra mile and proposed a second concept for a live shoot to maximise awareness around the German launch. Once the client was on board with the idea, we started planning for the actual shoot, while keeping in mind the pandemic regulations.

Lennart says: “Right from the start, we knew this campaign needed to be driven by empowerment and authenticity. This was why we chose to work with real life, inspiring people like Silja and Ralf, rather than actors. With the overall campaign messaging of ‘back into life’, we’re not trying to minimise the struggles of the visually impaired or blind persons, but rather give people who are visually impaired the option to lead more independent lives.”

And then, we went off-script!

On the day of the shoot, our crew were greeted by Ralf and Silja’s beaming smiles, fresh ideas and infectious enthusiasm. While the usual idea on set is to stick to the script, we knew that there were certain nuances only our protagonists could provide. This made the process more collaborative: we welcomed their suggestions and ideas for spontaneous changes to the storyline. 

“We loved having the opportunity to shoot with Silja and Ralf,” Thomas recalls. “The combination of their vivacious energy, our expert crew and having the creative license to go off-script meant we were able to deliver a powerful message while remaining as natural and authentic as possible”.

Credits

Creative Director: Lennart Frank

Copywriter: Dimitar Gerganov

Producer: Thomas Siudmak

Account Manager: Henning Henke

Creative Strategist: Anke Heyser

Production Company: DCMN GmbH/smakk

Production Manager: Thomas Siudmak

Director: Lennart Frank

DoP: Patrik Siudmak

Editor/Motion Designer: Christoph Obst

Color Grading: Sarah Salzmann

Sound Design: Steve Patuta, Nineoclockmusic

​​VO Talent: Christian Jungwirth

Talent: Silja Korn

Talent: Ralf Hohn

Here are some more highlights from our Creative & Production team: 

    Liked that?

    Here are some more articles that may interest you.

    5 Tips For Growing Your Brand During Challenging Times

    How can companies navigate headwinds and bring their brand out successfully on the other side?

    Crisis communication: 80% of consumers expect transparency around price increases and inflation

    As consumers continue to tighten their purse strings, we wanted to take a closer look…

    Inspiration.com: An Interview with Monday.com on their Data-driven Marketing Strategy

    We interviewed Aviv Bar Oz, Brand Marketing Professional Lead of monday.com, to learn more about…

    Our Offline Tracking Masterclass at OMR22

    It’s time to get your tech stack to measure up so your offline marketing can…

    Our Brandformance Masterclass at OMR22

    For every fast-growing startup, growth eventually plateaus, while you also face constant pressure to make…

    The Power of Three: The Top Startups in Benelux

    We took a look at the top startups in the Benelux, a region with a…

    Welcome to the Startup République: Six Brands to Watch in France

    The French startup scene has exploded recently, thanks to highly-skilled talent and booming investment. Here's…

    Time to Look North: Six Startups to Watch in Manchester

    One of Europe's top tech cities, Manchester is a city full of innovation and potential.…

    SCALEup with FREE NOW: How to Use Data to Surge Through Difficult Times

    Our latest webinar took a look into how FREE NOW has used data despite the…

    SCALEup with Swappie: How to Change Consumer Perceptions of Sustainability

    Our latest webinar took a deep dive into the circular economy with Swappie

    SCALEup with Klarna: How To Scale New Markets Globally

    We took a deep dive into Klarna's global market launch strategy over the past few…

    DCMN bolsters U.S. team with appointment of David Figueroa

    Research commissioned by DCMN sheds light on changes within the marketing landscape after a tumultuous…

    Studie zur Inflation und zum Shoppingverhalten: Mehrheit der Deutschen kauft preisbewusster ein

    Research commissioned by DCMN sheds light on changes within the marketing landscape after a tumultuous…

    DCMN Studie: Impfkampagnen haben wenig Einfluss auf Markenwahrnehmung

    Research commissioned by DCMN sheds light on changes within the marketing landscape after a tumultuous…
    Write a comment

    Know more to grow more