To prove how easy Nikon’s D40 entry-level camera was to use, we gave out 200 of them to residents of Georgetown, S.C. to shoot any subject they wanted. We made large format prints, created an art gallery, and invited the whole town to a gallery opening to see the results of their work. The townspeople were literally sobbing and beaming with pride.

All of this was documented in a video that was broadcast, streamed on-line, and ran in targeted cinemas. We collected the best images and featured them on an interactive website along with the people who shot them.  And we created print ads that ran in national magazines, one of which had an actual size insert of the camera to show the compact size. My role: GCD/AD.

2008 Awards:

London Intl Awards Silver (Online branded content)

NY Festivals Picturetown (Medium/Microsite)

Cannes Lion Bronze Picturetown (Promo)

One Show Gold Picturetown (websites/community driven)

D&AD Picturetown (websites)

Jay Chiat (planning)