|Product / Service||EOS|
|Category||D01. Event & Field Marketing|
|Entrant||LEO BURNETT SYDNEY, AUSTRALIA|
|Entrant Company:||LEO BURNETT SYDNEY, AUSTRALIA|
|DM/Advertising Agency:||LEO BURNETT SYDNEY, AUSTRALIA|
|Andy Dilallo||Leo Burnett Sydney||Executive Creative Director|
|Jay Benjamin||Leo Burnett Sydney||Executive Creative Director|
|Michael Canning||Leo Burnett Sydney||Copy Writer|
|Kieran Antill||Leo Burnett Sydney||Art Director|
|Kieran Ots||Leo Burnett Sydney||Digital CD|
|Tristan Parker||Leo Burnett Sydney||Digital Producer|
|Derek Anderson/Wawa Wang||Leo Burnett Sydney||Exhibitionists|
|Dave Mugford||Leo Burnett Sydney||Digital Designer|
|Nick McGrath||Leo Burnett Sydney||Developer|
|Keong Seet||Leo Burnett Sydney||Interface Developer|
Our brief was to promote Canon EOS, a leading brand of DSLR cameras, by inspiring amateur photographers to push their creativity.
PHOTO5 was a powerful way to promote the Canon EOS brand, because it gave amateur photographers a unique insight into photography, and the different ways of seeing things. By providing a unique creative experience, Canon EOS became known by the target market as a brand which stands for creative inspiration. A brand which doesn’t just sell cameras, but creates a whole journey of creative inspiration.
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 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.
The PHOTO5 promotion 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