There's no better way to demonstrate a product than to make a commercial using the advertised product, which is what Olympus did in this campaign for its PEN cameras. The team making the video used the camera to shoot photos for the 355 billboards that appear in the stop-motion clip. It's something of a sequel to an earlier PEN video that used thousands of small photo prints and a similar stop-motion technique.
We've seen the stop-motion effect before, and other brands have used the product to shoot online ads, including Samsung with its H205 digital camcorder. But what makes the Olympus video really great is that it uses these elements to tell a compelling story. It's entirely possible for brands to spend five minutes showcasing flashy video techniques or funny talents, but the ads that really stick with consumers -- the ones that they watch all the way through -- are the ones that put a premium on a story that showcases the product.
And, in another great example of how online video can build stronger bonds with consumers, PEN put together a making-of documentary for the campaign.