We developed a series of specially commissioned 60-second films, entitled ‘The Shot’. Each dramatised the compelling story of how one of the world’s top photographers captured a memorable image. The Canon EOS 300D was showcased in each film. The 60-second films were complemented with a 10-second support product commercial. The films linked into strong, relevant broadcast properties such as National Geographic’s 'Through the Lens' about how wildlife photographers get their pictures.

The efficiency of the buy was staggering. The entire media package cost less than €1.6m against a total rate card value of €4.8m. Best of all - Canon sold the entire year’s stock, worth over €144m, in only two months and they doubled the market size within four months of launch.