|Title||PHOTO 5 BOX|
|Product / Service||EOS|
|Category||B04. Household Goods|
|Entrant||LEO BURNETT SYDNEY, AUSTRALIA|
|Entrant Company:||LEO BURNETT SYDNEY, AUSTRALIA|
|Design/Advertising Agency:||LEO BURNETT SYDNEY, AUSTRALIA|
|Andy DiLallo||Leo Burnett Sydney||Executive Creatie Director|
|Jay Benjamin||Leo Burnett Sydney||Executive Creative Director|
|Michael Canning||Leo Burnett Sydney||Copywriter|
|Kieran Antill||Leo Burnett Sydney||Art Director|
Our objective was to inspire a wide range of photographers to push their creativity. The challenge was that we had to all levels of photographers, from entry level to more advanced. In this sense we needed an idea that would appeal to all, and not alienate anyone from the EOS brand. We knew that people find inspiration in galleries and exhibitions by seeing through other people’s eyes. We decided to give photographers the opportunity to not just view an exhibition, but to create their own.
Our brief was to promote Canon EOS, a leading brand of DSLR cameras, by inspiring amateur photographers to push their creativity.
Our solution was to create ‘PHOTO5’ – a unique gallery that didn’t just showcase one persons way of seeing, but thousands. We began with a brown cardboard box containing 5 simple items. Each item acted as a brief, which we invited photographers to shoot in their own creative interpretation, to form the content of the exhibition. The PHOTO5 exhibition showcased over 7000 photographs, each a different way of interpreting one of the 5 items. By inspiring individuals, the PHOTO5 Gallery went on to inspire the masses
PHOTO 5 created a unique insight into photography for amateur photographers, and in turn created a new dialogue between the photographic community and the Canon EOS brand: - All 7000 PHOTO5 boxes were claimed within 72 hours of the campaign launch - The boxes had an 88% redemption rate of photos uploaded - PHOTO5 became one of the most widely publicized photographic events in Australasia - Canon EOS has risen to a record 67% market share during the campaign period