Canon: SECONDS WITH

Credits & Description:

Category: Best Use of Branded Content

Advertiser: CANON AUSTRALIA

Product/Service: CAMERA

Agency: LEO BURNETT SYDNEY

Date of First Appearance: Mar 25 2011

Entrant Company: LEO BURNETT SYDNEY, AUSTRALIA

Executive Creative Director: Andy DiLallo (Leo Burnett Sydney)

Copywriter: Michael Canning (Leo Burnett Sydney)

Art Director: Kieran Antill (Leo Burnett Sydney)

Director/Editor: Patrick Fileti (Leo Burnett Sydney)

Director: Kieran Antill (Leo Burnett Sydney)

Director: Michael Canning (Leo Burnett Sydney)

Director: Nick Ball (Radical Media)

Design: Super Vixen (Super Vixen)

Agency Producer: Adrian Shapiro (Leo Burnett Sydney)

Producer: Michael Hilliard (Radical Media)

Digital Producer: Adrian Gunadi (Leo Burnett Sydney)

Account Director: Jodi McLeod (Leo Burnett Sydney)

Account Manager: Alissa Breit (Leo Burnett Sydney)

Client Service Director: Peter Bosilkovski (Leo Burnett Sydney)

Account Executive: Sophie Armstrong (Leo Burnett Sydney)

Head of Planning: Scott Davis (Leo Burnett Sydney)

Media placement: Online episodes - Online - 25/3/11



Insights, Strategy & the Idea

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. We began with a documentary series called

‘Seconds/With’, which has created a new channel for professional photographers

to inspire the wider photography and creative communities.



Creative Execution

‘Seconds/With’ is build 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 four of the world’s leading photographers

– Darren Jew, Simon Harsent, Craig Golding and Stephen Dupont, and asked

them to consider their years of photography, with a key fraction of time they have

found that is invaluable to them. The juxtaposition of time from their entire career,

and the one fraction of a second they cherish, gave a rich insight into the life and

craft of professional photography.

‘Seconds/With’ launched online as a series of four online episodes - The first four

photographers created the first four episodes of Series One. 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 content

for Canon.



Results and Effectiveness

By creating a new channel for professional photographers to inspire the larger

community, ‘Seconds/With’ has began a new conversation between Canon and

the photography community, and marked a new era of entertainment for the

brand.

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% by December 2010, versus 30% the previous year.