Nikon SUMMER - THE GREAT AUSTRALIAN LIGHT

The Brief
The brief to us was to develop a socially-driven Summer campaign idea for the z-range that highlights that there is a Nikon Z camera out there for every creative – no matter what their outlet is. In this, we also wanted to encourage Australians to head outside and enjoy what our country has to offer after the turbulent years of lock-downs due to COVID-19.

The Insight
With little pollution and fog, Australia is home to some of the most spectacular light in the world. Golden sunsets and sunrises that iPhones can’t do justice to.

The Idea
THE GREAT AUSTRALIAN LIGHT: We asked Nikon creators around Australia to use the power of the Z range to capture the first summer light as it moves across Australia - starting with a creators shots of a sunrise in the east, moving across to the west. We’ll intercut Nikon drone footage and aerial shots, showing the morning summer light crawling across the country. The films promoted the Z range encouraging Australians to get out this Summer and enjoy what Australia has to offer.

The Roll-Out
The roll-out on this campaign was extensive, with each of our creators also sharing their own content, as well as Instagram take-overs on Nikon’s channel. In this, I was the Creative Director ensuring these pieces were edited correctly (done in-house at Wunderman Thompson), as well as being in line with the Nikon brand - supporting Annie (Social and Content Strategist) House who led the strategic social and content components.

The Extension
To gain further cut-through and reach, as an extension we ran a month long creative challenge, open to My Nikon Life members. Promoted across the broader Nikon Australia social channels, the competition aimed to drive growth of the My Nikon Life community by incorporating membership as a mechanic for entry. With the incentive of a weekly prize, we set a brief each week to get our followers to interpret the wonderful Australian light across 4 different prompts. Each of these prompts were aligned to one of our Great Australian Light Z Series creators.

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The Role I Played
This project was a pitch that came into Wunderman Thompson, in which I led from a creative point of view, and as a team - we won. I then saw the creative and social strategy from beginning to roll-out with the amazing team of Annie House as Social & Content Strategist and the creative team of Laura Fairclough and Jonti Groth. I also drove the influencer briefing along with the team, and subsequent content creator pieces individually and as a whole.