SHINE

Gold Spike
TitleSHINE
ClientCANON
Product/ServiceCAMERAS
EntrantLEO BURNETT SYDNEY, AUSTRALIA
Entrant Company LEO BURNETT SYDNEY, AUSTRALIA
Advertising Agency LEO BURNETT SYDNEY, AUSTRALIA
Production Company BRIGHTWORKS PRODUCTION Sydney, AUSTRALIA

The Campaign

Canon believe the greatest quality an image can possess, is that ability to effect change. Photos are plentiful, but not powerful. We knew that people are 8 times more likely to choose a camera over smartphone when taking a meaningful photograph. So we set out to bring meaning back to photography, with Canon Shine: A movement encouraging everyday Australians shine light on the issues that matter to them. We would hand over our entire media schedule; a stage for their ideas. Ads about aperture were replaced with ones about autism. Animal welfare, poverty, racial tolerance, pollution, women’s rights and breast cancer. Consumers’ message became our message throughout all our bought channels. The photos quickly spread to earned media as well. Thousands of meaningful images were uploaded and intrigued Australians were drawn online where they could discover the story behind each image, join the conversation and share it with their communities.

Success of the Campaign

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 reach of 192 million Increased brand preference 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%

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

We started by inspiring the nation with a web 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 to our dedicated web site 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.

People are taking more photos than ever before, but the majority of them are disposable, meaningless shots taken on smartphones. To re-establish ourselves as the imaging leader, we needed to inspire Australians to pick up their cameras again. 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, with Canon Shine: A movement encouraging everyday Australians to shine a light on what matters to them.

Credits

Name Company Position
Andy Dilallo Leo Burnett Sydney Chief Creative Officer
Vince Lagana Leo Burnett Sydney Executive Creative Director
Grant Mcaloon Leo Burnett Sydney Executive Creative Director
Scott Huebscher Leo Burnett Sydney Creative Director
Pim Van Nunen Leo Burnett Sydney Creative Director
Ben Alden Leo Burnett Sydney Art Director
Michael Dawson Leo Burnett Sydney Copywriter
Jeremy Devilliers Leo Burnett Sydney Executive Producer
Rachel Rider Leo Burnett Sydney Agency Producer
Christopher Baron / Edward Copestick/ Willy Bernardoff Leo Burnett Sydney Editor
Luke Atkinson Leo Burnett Sydney Planning Director
Amanda Quested Leo Burnett Sydney Client Service Director
Holly Cracknell Leo Burnett Sydney Business Director
Natalie Ungarian/ Juliette Taylor/Patrick Nakkan Leo Burnett Sydney Account Management
Jason Wingrove Brightworks Director
Stef Puskar Brightworks Producer
Vivien Lee Canon Consumer Imaging
Kate Guran Canon Senior Manger
Chris Macleod Canon Marketing Manager
Andrew Giles Canon PR Manager