Canon Promo SECONDS WITH by Leo Burnett Sydney

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Industry Photo & Video Cameras, Accessories
Media Promo & PR
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 Online Advertising in a Promotional Campaign
Product/Service: CAMERA
Date of First Appearance: Mar 25 2011
Entry URL:
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: Internet Film X 4 - Internet - 25/3/11

Describe the objective of the promotion.
Our brief was to promote Canon EOS, a leading brand of DSLR cameras.

Describe how the promotion developed from concept to implementation.
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.

Explain why the method of promotion was most relevant to the product or service.
‘Seconds/With’ is built 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 askedthem 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 the success of the promotion with both client and consumer including some quantifiable results.
‘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 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.