Canon EOS in collaboration with Leo Burnett Sydney launched a campaign for the DSLR camera, targeting the very wide range of skill levels in the photography community. The innovative project created a photochain that allowed consumers to continue and build with links of their own. Print advertising, television commercials, and online media were used to direct people to a website to participate. Viewers at the site could also start their own chains, comment on others, and invite friends and family to get into the movement as well.

The chain would start with a photo on any subject. One small element would be identified in the picture like a color or a feature and the next photographer would upload their shot defining the subject thus making the next link.

The destination on the internet became its’ own entity as networks continued to grow and flourish. Photochains became a social medium that people visited daily. Over 20,000 photos from around Australia have been uploaded to date.

The brand also arranged the Hero Chain contest for creatives who like to share their work with public. The entrants can upload photos as links in the chain within a period of 2 weeks and then the images are to be voted for another 6 days —this is all about choosing the still to continue the chain and give inspiration to others. When the round is over, Canon determines the winner, gives a prize —Canon EOS 550D Single IS kit —and restarts the submission period. The contest began on April 30, 2009, with the launch of the campaign, and is still open.

EOS Photochains was a huge success for Canon Australia and the camera has risen to a record 67% market share since the release of the campaign. The project also won one gold (Direct Lions), three silver (Direct Lions Traffic & Brand Building, Best Integrated Campaign Led by Promotion & Activation, and Best Use of Social Media), and one bronze (Direct Lions Best Integrated Campaign Led by Direct Marketing) at the 57th Cannes Lions International Advertising Festival this week.