Category: Best non-fiction program, series or film where a client has successfully created a reality, documentary or light entertainment show around a product(s) or brand(s)
Advertiser: CANON
Product/Service: EOS
Agency: LEO BURNETT SYDNEY
Chief Creative Officer: Andy Dilallo (Leo Burnett Sydney)
Copywriter: Michael Canning (Leo Burnett)
Art Director: Kieran Antill (Leo Burnett)
Director/Editor: Patrick Fileti (Leo Burnett Sydney)
Head Of Client Service: Peter Bosilkovski (Leo Burnett Sydney)
Account Director: Jodi Mcleod (Leo Burnett)
Senior Account Manager: Alissa Breit (Leo Burnett)
Media placement: Webisodes - Internet - Canon Website - 25th March 2011
Media placement: Webisodes - Internet - Canon Website - 25th March 2011
Media placement: Webisodes - Internet - Canon Website - 25th March 2011
Media placement: Webisodes - Internet - Canon Website - 25th March 2011
Campaign Description
Canon ‘Seconds/With’ was created in the Australian market as an online webisode series to promote Canon as a brand which stands for inspiration. It was designed for the Australian photography market specifically, but given the nature of online content, it was designed for photographers everywhere to share amongst the creative community and general public.
Effectiveness
Our brief was to promote Canon EOS, a leading brand of DSLR cameras. Beginning with the insight that great photography is about being inspired, we launched a new era of branded entertainment for Canon designed to inspire photographers of all levels. To achieve this we created an online film series called ʻSeconds/Withʼ, which has created a new channel for professional photographers to inspire the wider photography community.
Seconds/With is built around the insight that while a professional photographer spends decades behind the lens, the shots they value most add up to just fractions of a second. We sat down with 4 of the world’s leading photographers, Darren Jew, Simon Harsent, Craig Golding and Stephen Dupont, and asked them to consider in all their years of photography, which key fraction of time they’ve found most invaluable to them.
The juxtaposition of time from their entire career, and the one fraction of a second they cherished, gave a rich insight into the life and craft of professional photography. Seconds/With launched online as a series of 4 online episodes. The first 4 photographers created the first 4 episodes of Series 1. The response from the photography community and the creative community as a whole has been so successful, that the series will remain ongoing as a new arm of branded entertainment for Canon, marking a new era of entertainment for the brand.
Implementation
The content launched through Canon’s online presence/website, and spread organically as people shared the content online. The 4 professional photographers involved in Series 1 of Seconds/With then travelled the country with Canon, speaking at photography and creative events and sharing episodes with the photography community.
Outcome
The response from photographers and the creative community has been so successful, that the series will remain ongoing as a new channel of branded content for Canon.
Canon EOS reached its highest market value share in 4 years, peaking at 60%. Canon EOS awareness increased to 43%, versus 30% the previous year. Canon's market share within the professional photography market has risen to over 70%.