WORLD OF EOS

Short List
TitleWORLD OF EOS
BrandCANON AUSTRALIA
Product / ServiceEOS
CategoryB02. Consumer Products & Services
EntrantLEO BURNETT SYDNEY, AUSTRALIA
Entrant Company:LEO BURNETT SYDNEY, AUSTRALIA
DM/Advertising Agency:LEO BURNETT SYDNEY, AUSTRALIA

Credits

Name Company Position
Andy DiLallo Leo Burnett Sydney Executive Creative Director
Jay Benjamin Leo Burnett Executive Creative Director
Michael Canning Leo Burnett Copy Writer
Kieran Antill Leo Burnett Art Director
Kieran Ots Leo Burnett Sydney Art Director
Keiran Ots Leo Burnett Sydney Digital Creative Director
Tristan Parker Leo Burnett Sydney Digital Producer
David Mugford Leo Burnett Sydney Digital Designer
Sam McGown Leo Burnett Sydney Account Manager
Keong Seet Leo Burnett Sydney Interface Developer
Nick McGrath Leo Burnett Developer
Patrick Fileti Leo Burnett Sydney DOP/Editor
Kirsty Angus Leo Burnett Sydney Planner
Scott Davis Leo Burnett Sydney Head of Planning
Amanda Quested Leo Burnett Sydney Group Account Director
Peter Bosilkovski Leo Burnett Sydney Head of Client Service
Jodi McLeod Leo Burnett Sydney Account Director
Alissa Breit Leo Burnett Sydney Account Manager
Sophie Armstrong Leo Burnett Sydney Account Executive

The Brief

In a highly competitive DSLR camera market, Canon EOS asked us to find a new way to connect with photographers. Rather than focusing on the technology of the camera, our insight was to focus on the human benefit of what great photography is all about – Inspiration.

Creative Execution

Each project acted as different entry point into the community, as a way to segment all levels of photographers from beginners, right through to professionals. While the projects were designed for specific skill levels, they were also open and inclusive for anybody in the community to take part in. Once the digital foundation had been built, photographers heard of the community through their peers, PR and editorial channels, and joined in as a new way to be inspired, learn and take their photography to the next level. The digital platform acted as a place for photographers to be inspired and take a creative purpose from, which they then applied to their photography in the real world.

Describe the creative solution to the brief/objective.

And so we built a new multi-layered platform called ʻThe World of EOSʼ, which photographers could use to be inspired, and inspire each other. We wanted the World of EOS to grow organically as a place for photographers to be inspired, and to inspire each other. To accommodate photographers of all skill levels, we invented a series of creative projects which people could get involved in, and interact with the larger community – ʻPhoto5ʼ, ʻ1 Wallʼ, the ʻPeoples Galleryʼ and ʻProfessional Tutorialsʼ.

Results

The World of EOS is one of the worldʼs fastest growing communities of photography online, with over 50,000 collaborating members joining. Canon EOS grew value by 13%, overachieving category growth by 40% in 2011 Canon value share peaked at 60%, the highest in 4 years, leading the category at 56% over 2010 By December 2010, Canon EOS Awareness increased to 43% vs. 30% in December 2009. The World of EOS continues to grow everyday as a source of inspiration for photographers. While the platform is essentially owned by the photography community, we keep the conversation alive with a constant stream of new ideas, updates and feedback.