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| CANON LAUNCHES EOS PHOTOCHAINS, AN INTERACTIVE MEDIA IDEA VIA LEO BURNETT SYDNEY. |
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Leo Burnett Sydney has launched a new interactive media idea for Canon Australia, to promote the digital SLR brand EOS. The idea, ‘EOS photochains’, is designed to break down the technical boundaries of DSLR photography which dominate the market, and give photographers a more creative platform to play on and develop their skills. The idea is simple - A photochain is a growing chain of photos, where each shot inspires the next. A chain starts when a person takes a photo, and then tags a detail in it. This tag then acts as the brief for the next photographer to go and shoot. They then tag a detail in their photo, and so the chain grows from person to person. The photochains will live online, where photographers can upload photos to existing chains, or start their own. The campaign launched this week with a national TV spot, online and direct advertising. The television spot depicts a series of shots in a photochain, with the final photo in the chain setting the first brief for photographers to respond to online. A fully interactive experience has been created around the EOS brand, designed to inspire creativity, get consumers involved in creative photography, challenge their skills and connect with a community of photographers. The EOS photochains idea represents the first drive to invite people to join the online World of EOS, which will act as a platform for future creative projects around the Canon EOS brand.  Click here to watch video  
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Todd Sampson (Leo Burnett, The Gruen Transfer) is awesome, i'm not suprised someone like him thought of this. won't make me buy a new camera but it is a neat idea, only if the search function for the site worked. |
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