Title | SHINE |
Brand | CANON |
Product / Service | CAMERAS |
Category | C02. Consumer Products (incl. Durable Goods) |
Entrant | LEO BURNETT SYDNEY, AUSTRALIA |
Entrant Company | LEO BURNETT SYDNEY, AUSTRALIA |
Advertising Agency | LEO BURNETT SYDNEY, AUSTRALIA |
Media Agency | STARCOM MEDIAVEST GROUP Sydney, AUSTRALIA |
Production Company | BRIGHTWORKS PRODUCTION Sydney, AUSTRALIA |
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 |
People are taking more photos than ever before, but the majority of them are disposable, meaningless shots taken on smartphones. As the imaging leader, we needed to inspire Australians to pick up their cameras again. We knew that are 8 times more likely to use a camera over a smartphone when taking a meaningful photograph. So we set out to bring meaning back to photography. We did so by celebrating the powerful photos of our consumers like never before. By giving a national stage to their impactful imagery, we were able to reinvigorate photography with a mass audience.
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%
We started by inspiring the nation with a film reminding them of photography’s power. We then created an inspirational content series that followed ordinary Australians as they captured a meaningful image. Next we created a platform for them…our entire media buy. Print, outdoor, online advertising, social – all were handed over to consumers as a stage for their ideas. Thousands of images were uploaded, as Australians shifted their focus away from meaningless snaps. We had changed the photography landscape, by changing the subject.
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. We targeted them where they spend much of their lives – on social media and on web sites. But we also employed outdoor & print, so the presence of our executions was as hard to ignore as the message.