Canon EOS – Photochains

Insights, Strategy & the Idea
Our brief was to promote Canon EOS, a leading brand of DSLR cameras. We began with a simple insight that great photography is not about technology, it is about inspiration. Our solution was ‘EOS Photochains’ – A new way for people to be inspired, that would literally spread from one photographer to the next as a new creative experience. By transforming photography from something people traditionally do on their own into a unique way to connect with others, Photochains is growing as its own social network of photography, and a new creative experienceWe began with a simple insight that great photography is not about technology, it is about inspiration. Our solution was ‘EOS Photochains’ – A new way for people to be inspired, that would literally spread from one photographer to the next as a new creative experience. By transforming photography from something people traditionally do on their own into a unique way to connect with others, Photochains is growing as its own social network of photography, and a new creative experience.

Creative Execution
Photochains was created by integrating the advertising, live social media network and photographers as one:

Our first step was to create a photochain, which we showcased in national television, print and online advertising. This directed people to the photochains website, where they could upload photos to continue the chain we had started. Once online, people could also start their own photochains, or join those created by others. People soon became the medium for the campaign, inviting friends, family and colleagues to join their photochains. As the photochains network grew, we ran real photochains and the photographers who had created them, in our national advertising. This constantly showcased the live network of photochains, integrating the growing community with the advertising itself, as a way to constantly attract a growing audience. Photochains is now growing as its own social media platform, which continues to grow with every photo.

Results and Effectiveness
Photochains has created a new way for photographers to connect through photography, as well as a new dialogue between Canon EOS and the photographic community:
– 94 photos uploaded every day since launch, which is 4 photos an hour
– 12 minutes average time on website
– Over 20,000 photos uploaded from around Australia to date
– Canon EOS has risen to a record 67% market share in Australia since launch

Advertising Agency: Leo Burnett, Sydney
Executive Creative Director: Andy DiLallo, Jay Benjamin,
Creative Group Head: Michael Canning
Art Director Kieran Antill
Digital Creative Director: Kieran Ots
Year: 2010
Lions Grand Prix for Media
Gold, Silver and two Bronze awards in the Direct category
Silver award for the Promo and Activations category
Silver award in the PR category



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