Nikon Corporation: The Nikon School campaign
Susan RislandOVERVIEW
Nikon Corporation, one of the leading manufacturers of professional photography equipment, ran an advertising campaign in 1997 to invite photographers of all skill levels to participate in the Nikon School, a seminar that traveled to cities across the United States. The advertisements ran exclusively in print media, including numerous photography magazines. One spot, "Tip #5," featured a close-up photograph of a cat and a small dog looking at each other. Below them, a mouse crouched on a dinner plate and nibbled at a piece of food as if oblivious to the...