Canon: PHOTO 5

Credits & Description:

Type of entry: Use of Direct Marketing
Category: Dimensional Mailing
Advertiser: CANON AUSTRALIA
Product/Service: CAMERA
Agency: LEO BURNETT SYDNEY, AUSTRALIA
Executive Creative Director: Andy DiLallo (Leo Burnett Sydney)
Executive Creative Director: Jay Benjamin (Leo Burnett Sydney)
Creative Group Head: Michael Canning (Leo Burnett Sydney)
Art Director: Kieran Antill (Leo Burnett Sydney)
Digital Creative Director/Design: Kieran Ots (Leo Burnett Sydney)
Group Account Director: Amanda Quested (Leo Burnett Sydney)
Account Director: Jodi McLeod (Leo Burnett Sydney)
Digital Producer: Tristan Parker (Leo Burnett Sydney)
Account Manager: Alissa Breit (Leo Burnett Sydney)
Exhibitionists: Derek Anderson/Wawa Wang (Leo Burnett Sydney)
Digital Designer: Dave Mugford (Leo Burnett Sydney)
Head of Digital: Dominique Hind (Leo Burnett Sydney)
Developer: Nick McGrath (Leo Burnett Sydney)
Interface Developer: Keong Seet (Leo Burnett Sydney)
Describe the brief from the client:
Our brief was to promote Canon EOS, a leading brand of DSLR cameras, by inspiring amateur photographers to push their creativity.
Creative Execution:
PHOTO5 was a powerful way to promote the Canon EOS brand, because it gave amateur photographers a unique insight into photography, and the different ways of seeing things. By providing a unique creative experience, Canon EOS became known by the target market as a brand which stands for creative inspiration. A brand which doesn’t just sell cameras, but creates a whole journey of creative inspiration. From a unique piece of direct mail, we were able to create a completely unique exhibition and creative experience for photographers.
Describe the creative solution to the brief/objective.
We knew that people find inspiration in galleries and exhibitions by seeing through other people’s eyes. We decided to give photographers the opportunity to not just view an exhibition, but to create their own. Our solution was to create PHOTO5’ – a unique gallery that didn’t just showcase one persons way of seeing, but thousands. We began with a unique piece of direct mail - a brown cardboard box containing 5 simple items. Each item acted as a brief, which we invited photographers to shoot in their own creative interpretation, to form the content of the exhibition. The PHOTO5 exhibition showcased over 7000 photographs. .
Describe the results in as much detail as possible.
The PHOTO5 promotion created a unique insight into photography for amateur photographers, and in turn created a new dialogue between the photographic community and the Canon EOS brand:
- All 7000 PHOTO5 boxes were claimed within 72 hours of the campaign launch
- The boxes had an 88% redemption rate of photos uploaded.
- PHOTO5 became one of the most widely publicised photographic events in Australasia.
- Canon EOS has risen to a record 67% market share during the campaign period