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We created a unique digital platform for the Canon EOS brand, the 'World of EOS', designed as a continually growing creative community. Photograp… Read More
We created a unique digital platform for the Canon EOS brand, the 'World of EOS', designed as a continually growing creative community. Photographers can connect through different projects, be inspired by new ideas, learn from professionals and push themselves creatively. Scott worked on this as part of the strategy leadership team at Leo Burnett, Sydney Read Less
Published:
anon EOS - World of EOS
Challenge
How do we grow Canon more than the growing DSLR category, by attracting beginners and enthusiasts. 

Solution
By inspiring beginners and enthusiasts in a way that helps them achieve more with their creative photography. Leveraging the insight that creative photography isn’t about technology, it’s about inspiration. For beginners, they need to see inspiring photos to know where tostart and to think they can do it. For enthusiasts, they want to explore andexperiment and be challenged, also finding inspiration by seeing photos thruother people’s eyes. Canon would own an inspirational relationship that woulddevelop photographers skills through challenges, competitions, tutorials and acommunity for sharing and exhibiting photographs.

World of EOS is an online,accessible and community based world, designed to challenge you to experimentwith photography, a way to learn new techniques, and share / exhibit your images within a photography community. 

Channel
Integrated campaign - digital, social at its core, supported by broadcast channels

Result
World of EOS is one of thefastest growing communities of photographers online. World of EOS broke category conventions for Canon and the industry using online channels and social networking in a highly creative way. Canon achieved 33% growth ahead of 20% market growth.

Awards
One of the most globally awarded creative and effectiveness campaigns at Cannes, Spikes, Clio. Including:
Canne Grand Prix: Best use of social media, Australian Effectiveness Bronze (x2)
World of EOS Launch TVC
Canon WOE homepage
World of EOS - Photochains (beginners)
World of EOS - Photo5 Challenge (enthusiast photographers)
World of EOS - 1 wall (experts) and The people's gallery
World of EOS - Tutorials
Industry creative and effectiveness awards