In order to show how simple and incredible the new EOS 5D Mark IV was to use, we decided to put it to the test by planning an entire campaign around the first images it produced - before they were even shot.

We gave four influential photographers a challenge: only 24 hours after receiving the camera, they would have to display their images at the renowned Whitney Museum in New York. They posted updates as they worked, while their fans followed throughout the day on social media.

Without knowing what images we’d show, we invited prominent members of the press and New York’s photography community to watch as they were unveiled for the first time. The images displayed in the museum were then used across 115 pieces of media.

During the 24 hours leading up to the event at the Whitney, each influencer tracked their progress from unboxing onwards over the 24 hours. These were shown on Facebook, Facebook Live, Instagram and YouTube.

The final unveiling at the Whitney was attended by international mainstream press, prominent photography journals, and key photography influencers (well beyond the ones who participated), generating a groundswell of buzz.

The images captured during the challenge were then used for the remainder of the campaign, across 115 pieces of media.

All benchmarks exceeded, including:

• 400k Facebook Live Views in 24 hours

• 62K Instagram reactions in 24 hours

• 50 Million Impressions

And the most important result of all: we were the #1 Camera in sales in the United States.