| Title | INSTANT SHADES |
| Brand | PHOTO KANON |
| Product / Service | PREMIUM RANGE OF CAMERA SHOPS SPECIALIZING IN INSTANT CAMERAS. |
| Category | D02. Use of Ambient Outdoor |
| Entrant | OGILVY & MATHER JAPAN Tokyo, JAPAN |
| Idea Creation | OGILVY & MATHER JAPAN Tokyo, JAPAN |
| Media | OGILVY & MATHER JAPAN Tokyo, JAPAN |
| Contributing | HOGARTH & OGILVY Tokyo, JAPAN |
| Contributing 2 | NEO@OGILVY Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Ajab Samrai | Ogilvy & Mather Japan GK | Chief Creative Officer |
| Ajab Samrai | Ogilvy & Mather Japan GK | Executive Creative Director |
| Ajab Samrai | Ogilvy & Mather Japan GK | Creative Director |
| Fred Kendall | Hogarth & Ogilvy Inc. | Senior Executive Producer |
| Ricardo Adolfo | Ogilvy & Mather Japan GK | Creative Director |
| Junkichi Tatsuki | Ogilvy & Mather Japan GK | Art Director |
| Dixon Wong | Ogilvy & Mather Japan GK | Director / Editor |
| Kensui Arao | Ogilvy & Mather Japan GK | Creative Director |
| Kensui Arao | Ogilvy & Mather Japan GK | Copywriter |
| Chie Sato | Ogilvy & Mather Japan GK | Agency Producer |
| Yuya Yamagata | Domani inc. | Producer |
| Teruko Tamamizu | Domani inc. | Production manager |
| Atsuko Kato | kamnabi | Art |
| David Rittenhouse | Neo@Ogilvy KK | Senior Media Planner |
We reinvented the traditional and ignored sun shades on top of all the stores of Photo Kanon around Tokyo. (Photo Kanon is a premium range of camera shops specializing in instant cameras like Polaroid and Fuji Instax) First we took several portraits of trendy youngsters. The best were then printed, with the iconic white frame, on a giant scale and made into sunshades. Finally, we hung the sunshades on the exterior of the Photo Kanon shops. As people walked past they triggered the instant photo automatic mechanism accompanied with the distinctive sound of an instant photo being taken, and the shade came out as if printing an instant photo into the street.