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Inspiring a national photography exhibition with a simple brown box. scott worked on this as part of the strategy leadership team with all the c… Read More
Inspiring a national photography exhibition with a simple brown box. scott worked on this as part of the strategy leadership team with all the crew at Leo Burnett Sydney Read Less
Published:
Canon EOS - Photo 5 Challenge
Challenge 
How do we attract and grow enthusiast photographers to Canon EOS? 

Solution: 
A series of 5 photographicchallenges, in a simple brown box, mailed to thousands of enthusiasts, with the output informing both online and national galleries that didn't just showcase one person's way of seeing, but thousands. Our strategy, target the enthusiast photographers, helping take their creative photography to the nextlevel, by challenging them to experiment and discover new techniques. 

Result: 
Now in its 4 th year, over 25,000 entries each year, over 7000 photographs showcased at the national exhibition, and providing Canon with metadata to up and cross sell, achieving 118% above value growth targets. 

Channels
Direct,eDM, digital, branded content online and offline

 
Offline exhibition of entries and winners
Tutorials and e-commerce, and press, and the simple brown box with 5 items / challenges