LEAP

Inspiring a digital generation to LEAP into photography.

Canon was set to launch the new EOS 80D Digital SLR (DSLR) camera into a declining market. Research showed we needed to look beyond category challenges and face a larger issue – the DSLR is losing its relevance as a creative tool.

So instead of promoting a camera, we helped them discover their own creativity – through a project called LEAP. Every day, for 30 days, we released a new brief for our audience, and invited them to share and hashtag their images on Instagram. This meant participants could see and comment on each other’s work, building a network of support, encouragement and appreciation.

Despite the size of the task, and without any incentives offered, hundreds of photographers jumped on board. By the time LEAP had finished more than 5000 unique and creative images were captured, attracting more than 500,000 likes and more than 20,000 comments.

LEAP helped Canon connect with a new audience, and led to 25.4% sales value growth on its mid-range creative DSLRs.

• 2017 Australian Effie Award Finalists