Canon Photochains.
We began with the insight that great photography is not about technology, it is about inspiration.
The online platform transformed photography from something people do on their own, into a collaborative community - where each shot inspired the next.
The platform idea informed the media; featuring consumers across the online platform and social media.
The best submissions were also featured throughout mass channels - film and outdoor.
Results
94 photos uploaded every day for over 7 years (YOY)
12 minutes average time on website
Canon rose to a record 67% market share in Australasia at launch
35% of uploads were from competitors brands, representing a new audience for Canon.
