Canon Promo, Case study SECONDS WITH by Leo Burnett Sydney

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SECONDS WITH

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Industry Photo & Video Cameras, Accessories
Media Promo & PR, Case study
Market Australia
Agency Leo Burnett Sydney
Director Kieran Antill, Michael Canning, Nick Ball
Executive Creative Director Andy Dilallo
Client Service Director Peter Bosilkovski
Producer Michael Hilliard
Released March 2011

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.