Product / ServiceEOS
CategoryB01. Corporate Image & Information
Sales Promotion/Advertising Agency:LEO BURNETT SYDNEY, AUSTRALIA

The Brief

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. 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.

Describe how the promotion developed from concept to implementation

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. Each project acted as different entry point into the community, As they took photos, they could come back online, showcase their images, and talk with the larger community of photographers who were involved in the same projects. In this way, the World of EOS began an ongoing conversation between an ever growing network of people, and an ongoing conversation with Canon.

Describe the success of the promotion with both client and consumer including some quantifiable results

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. 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.

Explain why the method of promotion was most relevant to the product or service

The platform has re-defined how photographers interact, transforming photography from something people traditionally create on their own, into a new way to be creative and interact with others.


Name Company Position
Andy DiLallo Leo Burnett Sydney Executive Creative Director
Jay Benjamin Leo Burnett Sydney Executive Creative Director
Michael Canning Leo Burnett Copy Writer
Kieran Antill Leo Burnett Art Director
Kieran Ots Leo Burnett Sydney Art Director
Dominique Hind Leo Burnett Head of Digital
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 Sydney 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
Lenya Kovacevic Leo Burnett Sydney Account Director
Sophie Armstrong Leo Burnett Sydney Account Executive