The brief was to create awareness for the Canon product range promotion from f64 photo store during the 26th of June – 6th of August 2012 and to encourage consumers to buy at least 900 Canon products of minimum 200 RON in order to enter a prize promotion – giving vouchers away.
General Information:
Strategy: As the media budget was only 5000 EUR, it was clear that an idea that can go viral was needed. This is how the “f64 studio” concept was born: a video website in which users could create their own photo studio, send it to friends and take pictures of a supermodel with a Canon camera. The interaction was both entertaining (the model would invite people to take photos of her, by saying funny lines each time someone photographed her) and informative, as the model would give details about the promo.
Video Link: