Product / ServiceCAMERAS
CategoryA07. Use of Print or Standard Outdoor in a Promotional Campaign


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

Brief Explanation

Every part of the campaign was designed to engineer a change in consumers’ behavior – getting them to pick up their camera again. By offering up our media schedule as a stage for their ideas, we inspired this shift in behaviour

The Brief

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 camera over a smartphone when taking a meaningful photograph. So we set out to bring meaning back to photography, motivating Australians to become photo activists and reinvigorate the imaging movement.

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

The campaign saw the birth of a new class of photographers. Occupying a space between amateur photographers and photojournalists, they were known as ‘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%

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

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.