Canon Australia EOS Camera - Photochains

Leo Burnett


EOS Photochains was a new way for people to be inspired, that would literally spread from one photographer to the next as a new creative experience that was inextricably linked with the brand; Photochains became an inspiring social media platform, connecting people through their creativity.

The campaign asks a person takes a photo, upload and select a detail in it. The details in each photo then act as the inspiration for a new photographer to shoot. As this process is repeated, it creates a chain of connected photos and photographers.

An initial Photochain was showed in advertising, inspiring and challenging others to join the chain or start their own on the Photochains website.

The chains created, the photos submitted, and the photographers themselves were then featured in advertising, showcasing their creativity, inspiring others to participate.