Nikon today announces the launch of I AM DIFFERENT, a major new integrated marketing campaign designed to inspire photographers to explore the world of photography through their own individual perspective.Understanding that photographers strive to be different through the images that they capture, Nikon will inspire and enable those at every level to achieve their ambitions and develop their skills using featured photographers. The first phase of the campaign will launch on 3rd November 2014 across Europe with a TV commercial featuring Clark Little, the Hawaii-based photographer whose images captured from the middle of breaking waves are already causing a stir across the world. A second phase will roll out later in the year with up-and-coming photographer, Andrius Alexsandravicius. For those motivated by the stories of Clark and Andrius, the campaign will be supported by a digital hub – www.europe-nikon.com/iamdifferent – on Nikon websites, where consumers can discover the photographers’ journey and the inspiration behind the emblematic images used in the advertising. In Clark’s case, visitors will find also find a mini documentary, behind the scenes footage and an interactive interview with the man himself.
The campaign is fully integrated, with a 20 and 30 second TV commercial, print, out of home, cinema and online advertising. Its core creative was devised by advertising agency Jung von Matt, with digital support provided by strategic digital agency, Blast Radius, and PR and social media from London-based integrated communications agency, Brands2Life.
“From teenagers getting to grips with Instagram right through to professional D-SLR users, photographers of all levels have aspirations of standing out from the crowd with their unique work. With this new campaign, we are guiding these individuals into quality photography by helping them take that next step and discovering their unique photography niche. This integrated marketing campaign will achieve this by tapping into the huge cross-media following that distinct and inspirational photographers have gathered across the world,” said Yasmin Hartson, Advertising and Media Manager, Nikon Europe. “This is an incredibly exciting time for photographers. We love the fact that so many people are enjoying taking so many pictures – whether on their smartphone or on a camera – and we’re there for them when they are ready to take the next step into quality photography. Our vision is to keep Nikon imaging technology at the heart of the image, and that means engaging more photographers at all levels more effectively and with more passion than ever before.”