Broadcast News

Bookmark and Share
25/07/2008

Th1ng Creates Toshiba Idents For Tour De France On Eurosport

th1ng, the animation and mixed media production studio, has created a series of six second idents for Toshiba aired on Eurosport, mainland Europe, this month.
The idents, directed by th1ng’s Alon Ziv, were commissioned by Grey London to help Toshiba promote its brand during the Tour de France, the world’s most famous cycling race.
Set in the context of the cycling race, the idents aim to capture and highlight the essence of the Toshiba brand to a sports orientated audience.
The brief also required that the idents make the most of the sports theme to highlight the speed and efficiency associated with the brand.
Almost entirely depicted via a simple set of graphic patterns, the idents are picked out in red and white colours. Red is used for chevrons. These are caught up against a white background in a series of different fast-moving scenarios which create the sensation of speed.
One ident features chevrons lining up at the start of the race. The other sees them racing in a steady movement before the winning chevron gets singled out in the final ident, as it speeds up and disappears in a flash of light.
"Fast can always be faster" is the accompanying voiceover pointing to Toshiba’s spirit of innovation and artistry. The entire trio of clips concludes with Toshiba’s familiar brand strapline: Toshiba. Leading Innovation.
“Toshiba is a powerful brand that often relies on simple but intelligent messaging. The idents are an example of how easily you can convey a desired meaning without actually showing too much”, said Alon Ziv.
The idents were entirely edited and composited in-house at th1ng’s studio including planning, creative thinking and shooting. The producer was Lydia Russell.
“th1ng has worked with Grey London on a number of occasions for Toshiba advertising and we trust that we will have the opportunity to work again in the near future” said Lydia Russell, th1ng’s producer.
Further information is available at: www.th1ng.com.
(KMcA)
Solidmate Ltd Memory Card Hire London

Top Related Stories
Click here for the latest broadcast news stories.

14/02/2024
ZEISS Launches The Nano Prime Family Of High-Speed Cine Lenses
ZEISS Nano Primes are the first high-speed (T1.5 throughout) cine lenses made specifically for mirrorless full frame cameras – initially available wit
14/07/2023
Red House Streaming Wins Exclusive Rights To Broadcast National Dragon Boat Race Championship
Red House Streaming, a subsidiary of CP Communications, has won the exclusive rights to produce and televise the United States Dragon Boat Federation
25/04/2023
Dejero Connectivity Key DIRTVision Brand
Dejero connectivity solutions have been instrumental to the continued success of sports entertainment group and North America's premier sanctioning bo
24/02/2023
Equipson Expands WORK PRO Brand
Equipson has expanded its WORK PRO brand with the launch of SYNTHEA, a new range of multi-purpose amplifiers that are specifically designed for AV ins
13/03/2024
Harmonic To Display Solutions For High-Speed Fibre Broadband Service Delivery
Harmonic is to showcase its versatile solutions for high-speed fibre broadband service delivery at the FTTH Conference in Berlin. Harmonic's market-le
11/10/2022
Trans Am Series Race Leverages LiveU's New LU300S 5G Solution
For the 2022 season, The Trans Am Series presented by Pirelli, America’s Road Racing Series, introduced a new television package to air all races in p
02/11/2022
Channel 4 To Be Brought Under One Brand
Channel 4 has announced that from next year it will bring all its channels and services under one 'Channel 4' brand to help audiences better navigate
21/10/2022
Channel 4 To Launch New Digital-First Brand
Channel 4 is to launch an all new digital-first brand, Channel 4.0. The new content destination will be home to masses of fresh new social formats and
14/09/2022
Qvest Expands Its Global Brand Awareness
The Qvest Group is expanding its global brand awareness by bringing its U.S. subsidiary OnPrem Solution Partners under the common brand Qvest. In doin
25/03/2022
CTV And Telegenic To Operate Under EMG Brand
EMG Group today announced that CTV and Telegenic will now operate under the EMG brand. CTV and Telegenic, market leaders in the OB space, have made an
09/02/2022
ILP Appoints VP Of Creative And Brand, Executive Producer
International Literary Properties (ILP) has appointed Emma Bell as its new Vice President of Creative and Brand and Executive Producer. ILP continues
24/09/2021
NantStudios Delivers Commercial For Luxury Car Brand
A quick and seamless experience marks NantStudios' first deployment of disguise in a cutting-edge virtual production commercial shoot. The team was ab
17/09/2021
Shutterstock Launches New Brand Campaign
Shutterstock has launched its new brand campaign and TV commercial, 100% Shutterstock. Created solely with Shutterstock content, the TV campaign showc
09/09/2021
Pebble Announces New Brand For Its Powerful Remote Tool
Pebble has announced new configurations and a new brand for its powerful Pebble Remote tool, the remote management, monitoring and control tool for Pe
05/03/2024
Audio-Technica 3000 Series Wireless Delivers Flexible Functionality
In addition to supplying microphones for the broadcast of MotoGP™ race seasons since 2019, Audio-Technica (the series’ official Microphone Services So