The Brief

We sought from the public a clear direct response – we asked them to take a powerful photograph and contribute it to Canon Shine. In doing so we sought to bring meaning back to photography.

Creative Execution

Our research indicated the people are 8 times more likely to use a DSLR over a smartphone when taking a meaningful photograph. So we set out to bring meaning back to photography. We started by inspiring the nation with a film reminding them of photography’s power. We then created a content series that followed ordinary Australians as they captured a meaningful image. This was used to further inspire the public. Next we created a platform for these passionate amateur photographers…our entire media buy. Every single touch point was put into their hands, to expose the issues they most cared about. Print, outdoor, online advertising, social – all of these channels were offered to consumers as a stage for their ideas. Thousands of images were uploaded on topics from pollution to prostate cancer, as Australians shifted their focus away from meaningless snaps. We had changed the photography landscape, by changing the subject.

Describe the creative solution to the brief/objective.

Though existing users were invited to be a part of the campaign, our primary target was non-users – people whose photos are shot on smartphones for sharing on social media.

Results

The campaign saw the birth of a new class of photographers. Occupying a space between amateur photographers and photojournalists, we called them ‘photo activists’. A legion of passionate people, putting down their smartphones..and picking up their cameras. We had succeeded in changing the photography landscape, by changing the subject. 64,786 online shares 32,194 new facebook fans 7,535 new MyCanon members Total PR reach of 192 million Increased positive brand perception by 21% People who saw the campaign were 20% more likely to nominate Canon as their first choice in imaging Canon DSLR market rose by 4%