News: th1ng creates Toshiba idents for "tour de France" shown on Eurosport

(London--July 24, 2008) th1ng, the award winning 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.

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