WORLD OF EOS
| Client | CANON AUSTRALIA |
| Product | EOS |
| Entrant | LEO BURNETT SYDNEY, AUSTRALIA |
| Type of Entry | Integrated |
| Title | WORLD OF EOS |
| Product/Service | EOS |
| Entrant Company: | LEO BURNETT SYDNEY, AUSTRALIA |
| Advertising Agency: | LEO BURNETT SYDNEY, AUSTRALIA |
| Credits |
| Andy DiLallo |
Leo Burnett Sydney |
Executive Creative Director |
| Jay Benjamin |
Leo Burnett Sydney |
Executive Creative Director |
| Michael Canning |
Leo Burnett Sydney |
Copywriter |
| Kieran Antill |
Leo Burnett Sydney |
Art Director |
| Kieran Ots |
Leo Burnett Sydney |
Art Director |
| Dominique Hind |
Leo Burnett Sydney |
Head of Digital |
| Tristan Parker |
Leo Burnett Sydney |
Digital Producer |
| David Mugford |
Leo Burnett Sydney |
Digital Designer |
| Sam McGown |
Leo Burnett Sydney |
Account Manager |
| Keong Seet |
Leo Burnett Sydney |
Interface Developer |
| Nick McGrath |
Leo Burnett Sydney |
Developer |
| Patrick Fileti |
Leo Burnett Sydney |
DOP/Editor |
| Kirsty Angus |
Leo Burnett Sydney |
Planner |
| Scott Davis |
Leo Burnett Sydney |
Head of Planning |
| Amanda Quested |
Leo Burnett Sydney |
Group Account Director |
| Peter Bosilkovski |
Leo Burnett Sydney |
Head of Client Service |
| Jodi McLeod |
Leo Burnett Sydney |
Account Director |
| Alissa Breit |
Leo Burnett Sydney |
Account Manager |
| Lenya Kovacevic |
Leo Burnett Sydney |
Account Director |
| Sophie Armstrong |
Leo Burnett Sydney |
Account Executive |
Describe the campaign/entry:
In a highly competitive DSLR camera market, Canon EOS asked us to find a new way to connect with photographers.
Rather than focusing on the technology of the camera, our insight was to focus on the
human benefit of what great photography is all about – Inspiration.
And so we built a new multi-layered platform called ʻThe World of EOSʼ, which
photographers could use to be inspired, and inspire each other.
Give some idea of how successful this campaign/entry was with both client and consumer:
The World of EOS is one of the worldʼs fastest growing communities of photography
online, with over 50,000 collaborating members joining.
Canon EOS grew value by 13%, overachieving category growth by 40% in 2011
Canon value share peaked at 60%, the highest in 4 years, leading the category at 56% over 2010
By December 2010, Canon EOS Awareness increased to 43% vs. 30% in December 2009.
The World of EOS continues to grow everyday as a source of inspiration for
photographers. While the platform is essentially owned by the photography community,
we keep the conversation alive with a constant stream of new ideas, updates and
feedback.
The platform has re-defined how photographers interact, transforming photography from
something people traditionally create on their own, into a new way to be creative and
interact with others.
Describe how the campaign/entry was launched and executed across each channel in the order of implementation.
We wanted the World of EOS to grow organically as a place for photographers to be
inspired, and to inspire each other. To accommodate photographers of all skill levels, we
invented a series of creative projects which people could get involved in, and interact
with the larger community – ʻPhoto5ʼ, ʻ1 Wallʼ, the ʻPeoples Galleryʼ and ʻProfessional Tutorialsʼ. Once the digital foundation had been built, photographers heard of the community through their peers,
PR and editorial channels, and joined in as a new way to be inspired, learn and take
their photography to the next level.
In this way, the World of EOS began an ongoing conversation between an ever growing network of
people, and an ongoing conversation with Canon.
