Campaign details

Brand: Canon Australia
Agency: opr Agency

Overview

In March 2017, Canon Australia launched the third installment of its Down Under From Above series with photographer Eugene Tan. The series, which profiles the work of unique aerial photographers, has since launched a further four episodes. For Canon, the content was vitally important in both providing inspiration for aspiring photographers, and also showcasing the power of the product and the quality images it can deliver.

Specifically, Down Under From Above with Eugene Tan showcased the creative way in which the Aquabumps founder captures beaches from above, focusing particularly on the iconic Bondi Beach, Australia.

The opr Agency team was challenged with generating awareness of the third episode across multiple media verticals, with a focus on landing key messaging from the project and highlighting Canon's work with the pro photography community. In addition to media coverage, the team would be measured on views of the project video and call to action links that engaged readers with the Canon website.