SMALL CAMERA. EPIC SHOTS.
To compete in an interchangeable lens market dominated by Canon and Nikon, our strategy was to move away from the traditional Panasonic advertising model – based on ‘superior function and performance’ – and adopt a more inspirational approach.
Authenticity was key in addressing the brief, so we developed a testimonial-based concept where we put the new LUMIX G3 in the hands of two professional UK photographers, David Eustace and Will Cooper-Mitchell, and captured their reactions to the new camera in a reportage style. Filmed in two very different environments, we were able to show the versatility of the product – from landscape to portrait photography – and appeal to a diverse audience.
The work was fully integrated with in-store visits from the photographers, digital tutorials and extended cuts, as well as streamed content accessed via smartphone through print and point of sale.
DAVID EUSTACE IN YOSEMITE
WILL COOPER-MITCHELL IN NYC
THE PHOTOGRAPHERS' GALLERY
BEHIND THE SCENES