Situation

Canon Australia is the market leader in DSLR among photography enthusiasts, but faces strong competition from other brands. Canon must show that it understands enthusiasts' passion and their mindset to stay relevant to this audience.

Brief

Photography is one of the most popular and accessible ways an individual can express themselves creatively. But so much of photography is taught through studying technique and existing images. There is an abundance of content and events that focus on how to shoot and how gear works, which can lead to similar places. But when it comes to growing creatively and developing your own unique style, photographers have nowhere to turn.

Objectives

To inspire and enable enthusiast photographers through experiences and content that will develop their creativity and their originality as much as their technical skills.

Implementation

We recruited six photographers from our enthusiast audience and invited them to a portrait photography session. Each photographer was introduced to the same subject, but was told a different backstory about the subject. The photographers each captured a different image of the subject. The true nature of the subject’s stories was not revealed until after all photographers had reviewed their work.

Their experience was filmed and used as the basis for a content video, which was then shared with the wider public.

Timeline

The video was launched on YouTube on November 3, 2015.

Placement

Paid editorial support was provided on Lost at E Minor, an Australian creative and culture blog, between 5th November – 15th November 2015, garnering 6,560 views. The video was also supported on Canon Australia’s YouTube channel, Facebook page and Twitter account.