PHOTO 5 by Leo Burnett Sydney for Canon

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PHOTO 5

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Industry Photo & Video Cameras, Accessories
Media Promo & PR
Market Australia
Agency Leo Burnett Sydney
Creative Group Head Michael Canning
Executive Creative Director Jay Benjamin, Andy Dilallo
Art Director Kieran Antill
Producer Tristan Parker
Digital Creative Director Kieran Ots
Released August 2009

Credits & Description

Category: Event and Field Marketing
Advertiser: CANON AUSTRALIA
Product/Service: CAMERA
Agency: LEO BURNETT
Date of First Appearance: Aug 16 2009 12:00AM
Entrant Company: LEO BURNETT , Sydney, AUSTRALIA
Entry URL: http://www.thanksforclicking.com.au/photo5
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: Kieran Ots (Leo Burnett Sydney)
Digital Designer: Dave Mugford (Leo Burnett Sydney)
Interface Developer: Keong Seet (Leo Burnett Sydney)
Developer: Nick McGrath (Leo Burnett Sydney)
Producer: Tristan Parker (Leo Burnett Sydney)
Group Account Director: Amanda Quested (Leo Burnett Sydney)
Account Director: Jodi McLeod (Leo Burnett Sydney)
Print / DM Producer: Deb Dugan (Leo Burnett Sydney)
Account Manager: Alissa Breit (Leo Burnett Sydney)
Exhibitionists: Derek Anderson / Wawa Wang (Leo Burnett Sydney)
Media placement: Website - Web - Aug 16th Ongoing '09
Media placement: Online Banners - Web - Aug 16th
Media placement: Edm - Online - Aug 16th
Media placement: DM - NSW - Aug 31st
Media placement: PR - NSW - Aug 16th
Media placement: Exhibition - Sydney - Jan 9 - 14th
Media placement: Blog - Online - Aug 16th
Media placement: Print - SMH - Oct

Describe the objective of the promotion.
Our brief was to promote Canon EOS, a leading brand of DSLR cameras, by inspiring amateur photographers to push their creativity.

Describe how the promotion developed from concept to implementation
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 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, each a different way of interpreting one of the 5 items. By inspiring individuals, the PHOTO5 Gallery went on to inspire the masses.

Describe the success of the promotion with both client and consumer including some quantifiable results
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

Explain why the method of promotion was most relevant to the product or service
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.