297:. The camera passes into the hospital to a reception desk, where a clown is kicking an officer through a glass window while others come up behind him. The camera rotates upwards to reveal another clown/officer pair in midair after falling from a balcony above. The camera travels up to the second floor, through an explosion into a corridor filled with clowns and officers, with several civilians cowering against the floor. Passing a ward where more figures are shooting at each other, the camera reaches a clown carrying a sack of cash who has just been shot in the back, before panning right to reveal a team of officers surrounding a man stripped to his underwear. The camera exits the window and returns to ground level, to the pointing officer on the car (revealed to be
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547:, viewers can elect to switch to watching one of three short films blended into the tracking shot. When one of the films is selected, the effects which were added in post-production disappear, and the rigging used in production reappears. An actor portraying a member of the cast comes on to discuss an element of the filming or a feature of the product. In the first, the director of photography discusses the lighting techniques used in
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31:
551:. In the second, the director discusses the cinematic 21:9 aspect ratio and interacts with one of the extras. In the third, the VFX supervisor expands on the post-production process, and through a fake video-editing interface alters various aspects of the scene. The scripts for these short commentaries were written by Tribal DDB, with input from Stinkdigital and Redrum.
710:
is a prime example of forward thinking. Not only is it a remarkable, highly watchable film in its own right, but viewers could scroll across the piece online to discover films hidden within the film. One winds up spending ten or 11 minutes with the brand voluntarily – what is that worth to a client?"
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was a huge success. In just over two weeks, it had been viewed over half a million times, with visitors to the minisite spending an average of 5m20s watching the film. Of these, 50 percent used one or more of the interactive features of the site. A number of celebrities commented on the quality of
400:
was assembled exactly matching the proportions of the chosen location, though the action itself was made up by Berg as he went along. Tribal DDB had a schedule of seven weeks from the pitching to the end of post-production, and assigned two days for shooting the film itself. A
293:. The camera pans across and travels past an armoured car in mid-explosion. It continues to the entrance of a hospital, where two officers are engaged in a firefight with a criminal in a clown mask, while a further two are dragging a clown out of a
566:. The music was altered for the Philips microsite by Stinkdigital so that, if users chose to move through the film at a different rate or in a different direction, the music would distort to match. Other features of the microsite included an
341:
based around an educational website The team assigned to the campaign knew that many, many variations on "real cinema experience" advertisements had been tried in the past, and quickly came up with the idea of a piece composed of a single
365:. Eventually, they settled on the concept of a robbery gone wrong, with the clown-masked robbers escaping through a crowded hospital. The brief created, the team began scouting for locations to shoot the ad. Several hospitals in
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said of the piece: "Technically, the stillness contrasted with the implied sound and fury is eerily fascinating, while the muffled sound design gives subtle, grim contextual cues. Masterful stuff." Early indications at the
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commented: "The Grand Prix winner was thrilling for reasons. First, that an online-only film with well-integrated interactivity won the top Film award further signals the future direction of the industry."
301:) at the start. It scrolls past the officer, who hides a clown mask and a sack of cash, revealing that he is in fact one of the criminals. The piece then begins a fresh loop from the beginning.
512:
had been intended from the start to be primarily web-based, as it was felt that the length and level of violence in the piece were too great for screenings on television to be an option. A
474:
company Redrum, where editing and 3D effects work was overseen by
Richard Lyons, who had worked with director Adam Berg on his earlier JC Jeans advertisement. The first thing done was to
442:(instead of the usual 25 fps) to minimise any motion from the extras, and a second "clean" shot with all extras and suspended vehicles removed, to aid in post-production editing.
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declared that "It took the prize at Cannes not because it was made for online, but because it succeeds where many ordinary ads fail – it draws viewers in voluntarily"
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350:. After consultation with Stinkdigital about the possibility of having the tracking shot move through a frozen moment in time, the team brought on director
621:, as well as scenes of 50 Cent dressed as one of the robbers. The video was directed by Chris Romero, and featured 150 listeners of radio station
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rig were needed to produce the range of movement the camera takes through the scenery. Two versions of each of the shots were taken, one at 50
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mostly comprised Czech dancers and stuntmen, who had the muscle control necessary to stay sufficiently still for the extended filming sessions.
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649:, were that, with few stand-out televised candidates, the winner of the Film Grand Prix was likely to be an internet or viral film. As such,
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gone wrong, with robbers dressed in clown masks holding a pitched battle with police officers inside a hospital. The campaign surrounding
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s win, and the potential effect on the future of the category, was widely remarked upon within the advertising industry. Rae Ann Fera of
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Working together with
Stinkdigital executive producer Mark Pytlik, Berg began brainstorming ideas for the piece in February, including
239:. The ad went on to become a huge critical success, winning the advertising industry's most prestigious award: the Grand Prix at the
326:
screen. To inform consumers about the product's features, Philips collaborated with their central agency team at DDB in London and
1439:
Creativity's Cannes Picks: BMW's
Kinetic Sculpture, 'The Great Schlep,' Whopper Sacrifice, Fiat's Eco Drive and the Obama Campaign
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was pipped as a contender in both the Film and Cyber categories. Other potential winners in the Film category included
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s length, a number of tricks were used to disguise the video's loading time. Buffering begins while users select their
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university which had been converted into a sports college, and gained permission to dress the location as a hospital.
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Even with 90 percent of the final footage and stunts captured in-camera, the post-production work required for
2012:
346:. The team proposed the idea to several production companies, eventually settling on London-based production house
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1997:
490:. 3-D elements such as flying debris, bullets, explosions and muzzle flashes were created by Magoo Studios using
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The path taken through the location was 100 m long, and was broken into seven shots. These were taken on
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the winner for the Grand Prix in the Film category, and the winner of a Silver award in the Cyber category.
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in London. The palette for each room was slightly altered to give the illusion of separate spaces, and the
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is based on this ad. Director Adam Berg had, at one stage, been in the running to direct the movie.
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was developed for the piece by
Stinkdigital for Tribal DDB. Because of the time it would take to
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818:"Philips premieres the ultimate home cinematic viewing experience with the Cinema 21:9 LCD TV",
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1894:
1570:'Dark Knight'-inspired short film 'Carousel' – who needs the Joker when you've got evil clowns?
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was deliberately made "flat" to make video effects work easier. The footage was then passed to
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322:, promoting them as being the first production television whose proportions matched that of a
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617:". The video begins by zooming into a Philips 21:9 LCD television, and contains footage from
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202:. The 139-second (2m19s) piece is a continuous tracking shot of a frozen moment after an
1641:"'Payday 2' Launch Trailer: Cinematic Footage Released In Conjunction With Game Release"
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Tribal DDB Amsterdam's "carousel" for
Philips scoops Cannes Lions 2009 Film Grand Prix
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540:. The length of the title sequence varies depending on the connection speed selected.
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received much critical acclaim from within the advertising industry. Editors of the
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features a similar scene, except it shows the antics of the protagonists at a bar.
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243:. It is only the second online advertisement to win in the Film category, after
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feature and the ability to switch at will between 21:9 and 16:9 aspect ratios.
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Winners of the Cannes Lions
International Advertising Festival Film Grand Prix
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As only the second online advertisement to receive the Film Grand Prix (after
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Five Film Lions for Canada; Obama Wins
Titanium & Integrated Grand Prix
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was led by the central
Philips team at DDB in London and produced by
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capital, most were unavailable. To speed up the location scouting,
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1967:
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Lack of Film
Standout at Cannes Shows That Creativity Is Evolving
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Double
Standards – Has 'carousel'opened the doors to online film?
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A member of the awarding jury later said of the piece: "Philips'
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1303:(official website), June 20, 2009. Retrieved September 22, 2009.
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1279:(official website), July 1, 2009. Retrieved September 22, 2009.
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699:. The 22 members of the awarding jury unanimously voted
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2007:
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referred to it as "hands down the best video of the year".
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and blend the added effects with the live-action footage.
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transfer was performed by colourist Jean-Clement Soret at
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Indian entries, registrations to Cannes Lions see a drop
1343:
Fewer ads entered at Cannes Lions as fewer people attend
601:
In June 2009, Philips collaborated with hip hop artist
1138:", Redrum website, 2009. Retrieved September 22, 2009.
1010:, August 12, 2009. Retrieved September 22, 2009 via
911:
Stink’s Adam Berg takes us behind Philips “Carousel”
1266:50 Cent – "Ok, You're Right" Official Music Video
1252:website, July 2009. Retrieved September 22, 2009.
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405:of more than a hundred people was assembled for
1578:, April 18, 2009. Retrieved September 22, 2009.
1250:Cannes Lions International Advertising Festival
1082:, April 16, 2009. Retrieved September 22, 2009.
926:, April 21, 2009. Retrieved September 22, 2009.
774:that uses a similar time-frozen tracking shot.
643:Cannes Lions International Advertising Festival
289:opens on a police officer kneeling on a parked
241:Cannes Lions International Advertising Festival
1559:, June 29, 2009. Retrieved September 22, 2009.
1533:, June 27, 2009. Retrieved September 22, 2009.
1495:, June 27, 2009. Retrieved September 22, 2009.
1469:, June 27, 2009. Retrieved September 22, 2009.
1445:, June 22, 2009. Retrieved September 22, 2009.
1428:, June 21, 2009. Retrieved September 22, 2009.
1408:, June 25, 2009. Retrieved September 22, 2009.
1389:, June 22, 2009. Retrieved September 22, 2009.
1370:, June 19, 2009. Retrieved September 12, 2009.
1351:, June 21, 2009. Retrieved September 12, 2009.
1218:, July 24, 2009. Retrieved September 22, 2009.
1167:, July 22, 2009. Retrieved September 22, 2009.
1111:, June 30, 2009. Retrieved September 22, 2009.
961:, July 14, 2009. Retrieved September 22, 2009.
879:Close-Up: How to make a big-screen blockbuster
445:
389:teams. Eventually, the team discovered an old
369:were looked at, but with a recent outbreak of
1751:
1514:, July 3, 2009. Retrieved September 22, 2009.
946:Cannes On Location: Adam Berg and Mark Pytlik
859:, June 1, 2009. Retrieved September 22, 2009.
1615:"Philips Carousel « I Design Your Eyes"
1332:, May 1, 2009. Retrieved September 22, 2009.
1196:website, 2009. Retrieved September 22, 2009.
887:, May 1, 2009. Retrieved September 22, 2009.
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796:The opening credits scene of the 2016 film
783:The launch trailer for the 2013 video game
689:s prime competition was believed to be the
314:In January 2009, Philips announced its new
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1290:50 Cent Sports Clown Mask In New Video
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1049:. Retrieved September 22, 2009, via
1002:Showcases Philips' New Widescreen TV
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536:, and continues through a cinematic
494:. Other video effects work included
1684:Cannes Lions Film Grand Prix Winner
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1141:
532:on a page designed to look like an
13:
2291:Philips Sports Manager of the Year
1726:Music video for "OK, You're Right"
1506:Close-Up – How Cannes 2009 was won
964:
645:, the industry's most prestigious
430:camera. Three cranes (a Fisher, a
14:
2381:
1963:Broadcast Television Systems Inc.
1865:Philips Natuurkundig Laboratorium
1858:Philips Lumileds Lighting Company
1704:
1695:The Man Your Man Could Smell Like
1208:Maymann, Jimmy; Goodman, Jason; "
1036:Philips “Carousel: The Making Of”
2323:
2314:
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1938:Philips-Neusoft Medical Systems
228:, with production contracted to
2105:Video Content Protection System
1998:Philips Consumer Communications
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1094:Clarke, Christine; White, Ed; "
175:http://www.philips.co.uk/cinema
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385:Richard Lyons accompanied the
1:
1895:PolyGram Filmed Entertainment
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304:
1645:International Business Times
1456:Film Grand Prix for Carousel
337:with a request to create an
7:
1993:NEC Philips Unified Systems
1815:Shenzhen Goldway Industrial
1765:
1549:September 15, 2011, at the
1244:September 17, 2009, at the
849:September 16, 2011, at the
446:Post-production and website
280:
10:
2386:
2250:High Tech Campus Eindhoven
1790:Philips Consumer Lifestyle
1101:February 17, 2012, at the
1041:February 17, 2012, at the
951:February 17, 2012, at the
916:February 17, 2012, at the
460:The Moving Picture Company
454:was extensive. An initial
191:launched in April 2009 by
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2075:Philips Intimate Massager
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1948:
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1096:Behind Philips "Carousel"
763:The first episode of the
742:References in other media
685:. In the Cyber category,
587:pointed followers of his
543:At certain points during
285:After a credit sequence,
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16:2009 online advertisement
1885:Philips Classics Records
1236:Film Grand Prix Winner:
1007:American Cinematographer
669:charitable organisation
530:internet connection type
409:. The 60-strong cast of
1461:August 5, 2009, at the
1074:April 26, 2009, at the
434:, and a Scorpio) and a
379:director of photography
2065:Philips Cinema 21:9 TV
1821:Corporate Technologies
1295:June 26, 2009, at the
1194:Moving Picture Company
1188:July 14, 2011, at the
1012:Moving Picture Company
478:the seven shots using
310:Background and filming
98:Philips Cinema 21:9 TV
1485:July 1, 2009, at the
1420:Parpis, Eleftheria; "
1271:July 5, 2009, at the
789:is strongly based on
574:Release and reception
253:in 2007. Scenes from
224:. It was directed by
1575:Entertainment Weekly
997:Stasukevich, Iain; "
842:Clarke, Christine; "
339:advertising campaign
189:online advertisement
2171:Philips VideoWriter
1973:LG.Philips Displays
1801:Philips Healthcare
661:-brand sportswear,
591:account to it, and
432:SuperTechnoCrane 50
381:Fredrik Backar and
316:Philips Cinema 21:9
197:Philips Cinema 21:9
110:April 2009 (online)
25:
1931:NXP Semiconductors
1915:Joint ventures and
1848:NXP Semiconductors
1595:on October 4, 2009
1523:Nettleton, Kate; "
1341:Howard, Theresa; "
1322:2012-02-17 at the
1157:2011-07-21 at the
1134:2009-08-24 at the
1129:Philips "Carousel"
534:MPAA certification
418:Kodak Vision3 500T
328:advertising agency
234:production company
215:advertising agency
21:
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2301:Philips Computers
2197:
2196:
2026:
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1941:
1935:
1910:
1909:
1702:
1701:
1691:Succeeded by
1647:. August 13, 2013
1367:Business Standard
1360:Agarwal, Sapna; "
1183:Philips, Carousel
1152:Video advertising
692:Whopper Sacrifice
436:motion-controlled
257:were used in the
180:
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2317:
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2214:Frans van Houten
2166:Philips Videopac
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1617:. Archived from
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1591:. Archived from
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1542:Fera, Rae Ann; "
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1379:Iezzi, Teressa;"
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1150:Smith, Nicola; "
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826:), January 2009.
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675:Secrets and Lies
562:was composed by
275:Ok, You're Right
171:Official website
33:
26:
20:
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2286:Philips Lecture
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2260:Philips Stadion
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1950:
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1900:Vertigo Records
1890:Philips Records
1880:Mercury Records
1875:Fontana Records
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1621:on June 7, 2010
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1551:Wayback Machine
1544:What a Thriller
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1487:Wayback Machine
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1463:Wayback Machine
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1398:Bussey, Noel; "
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1386:Advertising Age
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1324:Wayback Machine
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877:Dawson, Neil; "
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851:Wayback Machine
841:
830:
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765:10th season of
753:The Dark Knight
744:
647:awards ceremony
615:Ok You're Right
578:The release of
576:
564:Michael Fakesch
476:stitch together
448:
383:post supervisor
320:LCD televisions
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200:LCD televisions
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130:Michael Fakesch
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770:starts with a
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593:hip hop artist
585:Ashton Kutcher
583:the ad; actor
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472:visual effects
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2209:Cor Boonstra
2176:Philips :YES
2161:Philips Velo
2156:Philips Nino
2151:Philips CD-i
1958:ASML Holding
1776:subsidiaries
1717:
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1668:
1649:. Retrieved
1644:
1635:
1625:December 19,
1623:. Retrieved
1619:the original
1609:
1599:December 19,
1597:. Retrieved
1593:the original
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348:Stinkdigital
313:
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237:Stinkdigital
210:
204:armoured car
183:
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152:John Reardon
142:Stinkdigital
79:Running time
41:aspect ratio
36:
22:
18:
2185:SpeechMagic
1810:Respironics
844:Nobody Move
697:Burger King
625:as extras.
607:music video
522:Flash video
259:music video
195:to promote
161:Followed by
149:Produced by
115:Directed by
54:, Amsterdam
2350:2009 works
2344:Categories
2189:Video 2000
2181:Philishave
2100:Trimension
1949:Former and
1838:Liquavista
1829:Former and
1711:Making of
1443:Creativity
1301:This is 50
1277:This is 50
1047:Tribal DDB
806:References
721:in 2007),
596:Kanye West
556:soundtrack
488:Xpress Pro
424:film stock
421:35 mm
359:car chases
331:Tribal DDB
305:Production
299:number 219
291:police car
218:Tribal DDB
156:Iwona Echt
136:Production
52:Tribal DDB
2095:Streamium
2050:Ambilight
2003:TP Vision
1651:April 22,
1348:USA Today
1317:Top Spots
772:cold open
758:the Joker
723:Carousel'
718:Evolution
687:Carousel'
568:Ambilight
526:Carousel'
514:microsite
482:software
468:Stockholm
391:Communist
371:influenza
352:Adam Berg
335:Amsterdam
250:Evolution
226:Adam Berg
222:Amsterdam
119:Adam Berg
82:139
2319:Category
2276:Carousel
2146:NMS-8250
2090:Sonicare
2033:products
2031:Brands,
2018:Lumileds
1870:PolyGram
1843:Magnavox
1722:website.
1713:Carousel
1547:Archived
1530:Campaign
1511:Campaign
1483:Archived
1459:Archived
1405:Campaign
1320:Archived
1293:Archived
1269:Archived
1242:Archived
1238:Carousel
1215:Campaign
1186:Archived
1155:Archived
1132:Archived
1099:Archived
1072:Archived
1055:website.
1039:Archived
1014:website.
1000:Carousel
949:Archived
914:Archived
884:Campaign
847:Archived
799:Deadpool
791:Carousel
786:Payday 2
748:Carousel
735:Campaign
708:Carousel
701:Carousel
665:for the
651:Carousel
629:Carousel
619:Carousel
609:for his
580:Carousel
560:Carousel
549:Carousel
545:Carousel
510:Carousel
504:contrast
456:telecine
452:Carousel
407:Carousel
398:animatic
318:line of
287:Carousel
281:Sequence
255:Carousel
211:Carousel
184:Carousel
144:, London
125:Music by
69:Language
39:in 21:9
37:Carousel
23:Carousel
2360:Philips
2329:Commons
2245:Evoluon
2141:VG-8020
2136:VG-8010
2131:VG-8000
2114:Defunct
2085:ShoqBox
2060:Norelco
2043:Current
1983:Marantz
1968:Grundig
1951:defunct
1934:(19.9%)
1924:Current
1831:defunct
1783:Current
1767:Philips
1730:YouTube
1676:Believe
1670:Gorilla
1262:50 Cent
820:Philips
681:-brand
671:Shelter
605:on the
603:50 Cent
589:Twitter
492:3ds max
470:-based
373:in the
267:50 Cent
265:artist
263:hip hop
232:-based
193:Philips
138:company
91:Product
84:seconds
73:English
63:Philips
2238:Places
2202:People
2126:VG5000
2080:Senseo
1988:Navteq
1728:, via
1719:Boards
1716:, via
1556:Boards
1426:Adweek
1329:Boards
1108:Boards
1052:Boards
958:Boards
923:Boards
856:Boards
728:Boards
679:Levi's
673:, and
637:Boards
623:Hot 97
611:single
518:buffer
426:in an
411:extras
367:Prague
324:cinema
271:single
230:London
187:is an
86:(2:19)
59:Client
48:Agency
2121:P2000
1940:(51%)
1795:Saeco
1688:2009
1467:Shots
1080:Shots
683:jeans
484:Flame
387:recce
375:Czech
207:heist
2013:SSMC
2008:TSMC
1653:2023
1627:2009
1601:2009
713:Dove
677:for
659:Nike
657:for
655:Fate
554:The
498:and
486:and
403:crew
361:and
261:for
245:Dove
2055:Hue
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767:CSI
715:'s
558:to
524:of
440:fps
396:An
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