Canon Design & Branding SECONDS WITH by Leo Burnett Sydney

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Industry Photo & Video Cameras, Accessories
Media Design & Branding
Market Australia
Agency Leo Burnett Sydney
Director Kieran Antill, Michael Canning, Nick Ball
Executive Creative Director Andy Dilallo
Producer Michael Hilliard, Adrian Shapiro
Editor Patrick Fileti
Released March 2011

Credits & Description

Category: Broadcast Design and Graphics Incl. Animation
Advertiser: CANON
Product/Service: EOS
Date of First Appearance: Mar 25 2011
Entry URL:
Executive Creative Director: Andy DiLallo (Leo Burnett)
Copywriter: Michael Canning (Leo Burnett)
Art Director: Kieran Antill (Leo Burnett)
Producer: Adrian Shapiro (Leo Burnett)
Director: Michael Canning (Leo Burnett)
Director: Kieran Antill (Leo Burnett)
Director: Patrick Fileti (Leo Burnett)
Director: Nick Ball (Leo Burnett)
Producer: Michael Hilliard (Radical Media)
Editor: Patrick Fileti (Leo Burnett)
Head of Client Service: Peter Bosilkovski (Leo Burnett)
Account Director: Jodi McLeod (Leo Burnett)
Account Manager: Alissa Breit (Leo Burnett)
Account Executive: Sophie Armstrong (Leo Burnett)
Planner: Gillian McNaughton (Leo Burnett)
Head of Planning: Scott Davis (Leo Burnett)
Media placement: Webisodes - Internet - 25/3/11

Describe the brief from the client
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.

Describe the challenges and key objectives
‘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.

Describe how you arrived at the final design
As a new channel of entertainment for Canon, our challenge was to create
a design identity which would represent Canon Professional Photography,
while conveying the years of time and craft which are invested in a
professional photographers career.

Give some indication of how successful the outcome was in the market
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 awareenss increased to 43% by December 2010, versus 30% the previous year.