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

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.

PHOTO 5 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 publicized photographic events in Australasia- Canon EOS has risen to a record 67% market share during the campaign period