Above, Kaka with all eyes on him
The Sony Bravia-drome, the worlds largest zoetrope introduces motion like no other to the world and I was lucky enough to get to check it out for real down in Italy on Thursday night.
Mad men Kodak carousel presentation can now eat it's heart out as the "wheel of life" Zoetrope, a.k.a the 'Daedalum' ('the wheel of the devil) has been enlarged to a whopping 15 meters in diameter for Sony Bravia's presentation of their new motionflow technology to us potential buyers of all things TV. By the way, If you fancy you can build your own wee zoetrope while you curse the fact that you're not working on the Sony account.
The Sony Bravia Drome, as it's called, is officially the world largest zoetrope as the Guinness world record men were there to check the large structure - with an old fashioned tape measure. "We called up Guinness and told them that we were going to do this and asked them to check it for a world record, they responded 'how big?' and when we said 15 meters in diameter they replied 'oh dear, we need to get a new tape measure'" explained a Sony Germany rep whose name I never managed to catch over the loud party mingling. I now know it was Christian Luecke, General Manager, TV Marketing Europe Division, Sony Europe.
We, the invited press peeps, had been dragged around the cold city of Turin all day and were now rewarded with shiny TV company, a suave DJ and fingerfoods in a much warmer tent area as we could watch the commercial being shot just outside the large windows without freezing our arses off. Bless. The extras outside were huddling around the enourmous red lighted strucure, jumping and waving when the camera pointed their way like the audience doing the wave at a football stadium.
Why Italy? Why Turin? Or to be exact, why the smaller town of Venaria outside of Turin? Ben Cyzer, head of the Sony account at Fallon, explains: "Obviously the inspiration was the oldest form of motion, which is the zoetrope, and given now that we're moving to the latest technology in motion we took that inspiration and modernized it, and brought to life The Bravia Drome. It's really no more complicated than that. Like our previous Bravia ideas it requires simplicity and I think this is a very simple idea, dramatizing motion. It's in Turin because Kaká, in the middle of the season, obviously can not travel very far but also, the juxtaposing of the old classic square to the new modern zoetrope adds to the visual idea."
(Much more inside, kids - read on.)