Category: Titanium and Integrated
Advertiser: CANON
Product/Service: EOS
Agency: LEO BURNETT SYDNEY
Date of First Appearance: May 30 2010
Executive Creative Director: Andy DiLallo (Leo Burnett Sydney)
Executive Creative Director: Jay Benjamin (Leo Burnett)
Copy Writer: Michael Canning (Leo Burnett)
Art Director: Kieran Antill (Leo Burnett)
Art Director: Kieran Ots (Leo Burnett Sydney)
Head of Digital: Dominique Hind (Leo Burnett)
Digital Producer: Tristan Parker (Leo Burnett)
Digital Designer: David Mugford (Leo Burnett Sydney)
Account Manager: Sam McGown (Leo Burnett Sydney)
Interface Developer: Keong Seet (Leo Burnett Sydney)
Developer: Nick McGrath (Leo Burnett)
DOP/Editor: Patrick Fileti (Leo Burnett Sydney)
Planner: Kirsty Angus (Leo Burnett Sydney)
Head of Planning: Scott Davis (Leo Burnett Sydney)
Group Account Director: Amanda Quested (Leo Burnett Sydney)
Head of Client Service: Peter Bosilkovski (Leo Burnett Sydney)
Account Director: Jodi McLeod (Leo Burnett Sydney)
Account Manager: Alissa Breit (Leo Burnett Sydney)
Account Director: Lenya Kovacevic (Leo Burnett Sydney)
Account Executive: Sophie Armstrong (Leo Burnett Sydney)
Media placement: Print - Magazines - Consumer & Business - 25 June 10
Media placement: TV - Ch 7/9/SBS/MCN/FMC/Viacom - 30 May 10
Media placement: Cinema - 5 Capital Cities, Metro - 4 July 10
Media placement: Online - Internet - 7 June 10
Describe the campaign/entry
In a highly competitive DSLR camera market, Canon EOS asked us to find a new way to connect with photographers.
Rather than focusing on the technology of the camera, our insight was to focus on the human benefit of what great photography is all about – Inspiration.
And so we built a new multi-layered platform called ʻThe World of EOSʼ, which
photographers could use to be inspired, and inspire each other.
Describe how the campaign/entry was launched across each channel in the order of implementation
The Digital Platform:
We wanted the World of EOS to grow organically as a place for photographers to be inspired, and to inspire each other. To accommodate photographers of all skill levels, we invented a series of creative projects which people could get involved in, and interact with the larger community – ʻPhoto5ʼ, ʻ1 Wallʼ, the ʻPeoples Galleryʼ and ʻProfessional Tutorialsʼ. Each project acted as a different entry point into the community.
Digital platform and the real world:
The digital platform acted as a place for photographers to be inspired and take a creative purpose from, which they then applied to their photography in the real world. As they took photos, they could come back online, showcase their images and talk with the larger community of photographers who were involved in the same projects. In this way, the World of EOS began an ongoing conversation between an ever growing network of people and an ongoing conversation with Canon.
Give some idea of how successful this campaign/entry was with both client and consumer
The World of EOS is one of the worldʼs fastest growing communities of photography online, with over 50,000 collaborating members joining.
Canon EOS grew value by 13%, overachieving category growth by 40% in 2011.
Canon value share peaked at 60%, the highest in 4 years, leading the category at 56% over 2010.
By December 2010, Canon EOS Awareness increased to 43% vs. 30% in December 2009.
The World of EOS continues to grow everyday as a source of inspiration for
photographers. While the platform is essentially owned by the photography community, we keep the conversation alive with a constant stream of new ideas, updates and feedback.
The platform has redefined how photographers interact, transforming photography from something people traditionally create on their own, into a new way to be creative and interact with others.