In a highly competitive DSLR camera market, Canon EOS asked us to find a new way to connect with photographers.Rather than focusing on the technology of the camera, our insight was to focus on the human benefit of what great photography is all about – Inspiration.And so we built a new multi-layered platform called ʻThe World of EOSʼ, whichphotographers could use to be inspired, and inspire each other.

Creative Solution:Our solution was the World of EOS – a new space to transform photography from something people do on their own, into a new way to collaborate and turn their creativity into something bigger than the sum of its parts.Platform:We designed a multichannel platform based on 3 simple principles of photography – Inspire, Challenge and Exhibit. The platform houses a series of community projects, to set the stage for photographers to collaborate.Digital platform and the real worldThe digital platform acted as a place for photographers to be inspired and take a creative purpose from, which they then applied to their photography in the real world. As they took photos, they could come back online, showcase their images, and talk with the larger community of photographers who were involved in the same projects. In this way, the World of EOS began an ongoing conversation between an ever growing network of people, and an ongoing conversation with Canon.

The World of EOS is one of the world’s fastest growing communities of photography online, with over 50,000 collaborating members joining.Canon EOS grew value by 13%, overachieving category growth by 40% in 2011.Canon value share peaked at 60%, the highest in 4 years, leading the category at 56% over 2010 By December 2010, Canon EOS Awareness increased to 43% vs. 30% in December 2009.

The World of EOS continues to grow everyday as a source of inspiration for photographers. While the platform is essentially owned by the photography community, we keep the conversation alive with a constant stream of new ideas, updates and feedback.The platform has re-defined how photographers interact, transforming photography from something people traditionally create on their own, into a new way to be creative and interact with others.