To win consumer appreciation and promote new products, brands are ready to embark on the most dangerous and extravagant trips—Red Bull Stratos is just one of them. In line with other brands, which kick off astonishing projects featuring people who push the envelope of human possibilities, Sony Australia teamed up with Naked Communications Sydney to launch a new campaign dubbed ‘Share Your Journey’ to promote the Sony’s Bloggie social network camera product range—as part of the initiative, two Aussie adventurers James Castrission, 29 (Cas) and Justin Jones, 28 (Jonesy) will head to Antarctic, quite in the Make Believe. style. This initiative also has a charitable touch since $5 from every Bloggie product purchased during the promotion will be donated to the Sony Foundation’s You Can programme, supporting young Australians with cancer.  

«When we examined the audience for Bloggie and what the You Can initiative is setting out to achieve, it became clear that a content strategy was needed to lead this campaign, with the creation of opportunities to interact and engage. Cas and Jonesy are set to tell one of the most remarkable stories of 2011 as the duo bravely push their bodies to the limit, and Sony has an important role in helping them tell this story,» states Simon Hovell, head of brand marketing Sony Australia.

The unique expedition is slated for this fall (it will begin in 74 days from today, August 2), and will see two young adventurers heading to the South Pole and back—the trip, which will be an unparallel experience in 100 years of polar exploration—will take three months and will coincide with the centenary of Scott and Amundsen’s Antarctic expedition. Cas and Jonesy will embark on the 2,200-kilometer challenging and dangerous trip in 160kg sleds, which they will have to drag during the race. The whole adventure in the severe cold environment the will be recorded and shared with the help of the Bloggie HD camera.