The campaign is a pure demonstration of a unique product benefit, delivered in a compelling participatory approach.

The Olympus MJU SW Digital Still camera is not only waterproof but also shockproof. The camera was attached to a fixed sign that encouraged passers by to pull the camera up out of the depths of Sydney Harbour, take a photo with it and then throw back into the water. They were then invited to download their photo from an online site and learn more about the technology and benefits of this and other Olympus products.

A camera that’s waterproof AND shockproof – yeah right! Well is it is because…Here’s Proof.

To promote the camera, from concept it was all about the right spot and most compelling way to prove its waterproof and shockproof “ness”.

Sydney Harbour is was, right across from the Opera House – one of the world’s most photographed icons. Not only was the spot crawling with snap happy passers by, it’s a spot where the photo taken normally ends up on the mantelpiece. And with the camera begging to be hurled into the Harbour to prove it’s capabilities the plan was cemented.

Curiosity drew the public’s attention, and cleverly positioned in a high traffic spot as soon as the seed was placed crowds were attracted to see what was going on. Despite the constant rough treatment and submersion in and out of the harbour the product stood testament to its unique selling proposition of being waterproof and shockproof. A client’s dream, the ambient stunt was the clearest demonstration of the product’s benefit – the simplest idea – Here’s proof!