Issue 16 | September 2010


Leo Burnett, Sydney Australia

Creative Team

Executive Creative Directors: Andy DiLallo, Jay Benjamin; Creative Group Head, Writer: Michael Canning; Art Director: Kieran Antill; Digital Creative Director, Design: Kieran Ots

Production Team

Director: Daryl Ward; Head of Digital: Dominique Hind; Digital Producer: Tristan Parker; Developer: Nick McGrath; Interface Developer: Keong Seet; Designer: Masataka Kawano

Other Credits

Group Account Director: Amanda Quested; Account Director: Jodi McLeod;




The brief was to promote Canon EOS, a leading brand of digital SLR cameras, to photographers of all levels from beginners to experts.


A photochain was created and showcased in TV, print and online advertising, which directed people to the photochains website. Here they could upload photos to continue the chain. They could also start their own photochains or join those created by others.

People became the medium for the campaign, inviting friends, family and colleagues to join their photochains.

The photochains and the photographers who had created them were now featured in the print advertising, attracting newcomers to the photochains.


Photochains became a social media platform in its own right, supporting Canon EOS as a brand which stands for creative inspiration.

Over 20,000 photos have been uploaded, 94 have been uploaded every day since launch, or 4 an hour.

Visitors spend 12 minutes on average on the website. Canon EOS has captured a record 67% market share in Australia since launch.

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