Canon: SHINE

Credits & Description:

Advertiser: CANON
Agency: LEO BURNETT SYDNEY
Geo: Australia
Chief Creative Officer: Andy Dilallo(Leo Burnett Sydney)
Editor: Chris Baron(Leo Burnett Sydney)
Executive Producer: Jeremy Devilliers(Leo Burnett Sydney)
Copywriter: Michael Dawson(Leo Burnett Sydney)
Account Management: Natalie Unguarian(Leo Burnett)
Sound: Song Zu(Song Zu)
Producer: Stef Puskar(Brightworks Productions)
General Manager: Steve Loughran(Canon)
Account Management: Amanda Quested(Leo Burnett)
Art Director: Ben Alden(Leo Burnett Sydney)
Editor: Ed Copestick(Leo Burnett Sydney)
Account Management: Holly Cracknell(Leo Burnett)
Director/Dop: Jason Wingrove(Brightworks Productions)
Deputy Plannng Director: Luke Atkinson(Leo Burnett Sydney)
Creative Director: Pim Van Nunen(Leo Burnett Sydney)
Producer: Rachel Rider(Leo Burnett Sydney)
Creative Director: Scott Huebscher(Leo Burnett Sydney)
Post Production: The Editors(The Editors)
Editor: Willy Bernadoff(Leo Burnett Sydney)
Chief Creative Officer: Andy Dilallo(Leo Burnett Sydney)
Editor: Chris Baron(Leo Burnett Sydney)
Executive Producer: Jeremy Devilliers(Leo Burnett Sydney)
Copywriter: Michael Dawson(Leo Burnett Sydney)
Account Management: Natalie Unguarian(Leo Burnett)
Sound: Song Zu(Song Zu)
Producer: Stef Puskar(Brightworks Productions)
General Manager: Steve Loughran(Canon)
Account Management: Amanda Quested(Leo Burnett)
Art Director: Ben Alden(Leo Burnett Sydney)
Editor: Ed Copestick(Leo Burnett Sydney)
Account Management: Holly Cracknell(Leo Burnett)
Director/Dop: Jason Wingrove(Brightworks Productions)
Deputy Plannng Director: Luke Atkinson(Leo Burnett Sydney)
Creative Director: Pim Van Nunen(Leo Burnett Sydney)
Producer: Rachel Rider(Leo Burnett Sydney)
Creative Director: Scott Huebscher(Leo Burnett Sydney)
Post Production: The Editors(The Editors)
Editor: Willy Bernadoff(Leo Burnett Sydney)
Brief Explanation
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.
Results and Effectiveness:
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%
Creative Execution:
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.
Insights, Strategy and the Idea:
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.