Cannes Lions

FAMOUS PHOTOS - KISSES

DENTSU LATIN AMERICA PROPAGANDA, Sao Paulo / CANON / 2016

Presentation Image
Supporting Images
Presentation Image

Overview

Entries

Credits

Overview

Description

There’s nothing better than using photos when working on a campaign about photography, right?

Moreover, if these photographs are famous worldwide, that’s even better. This is why we went after some of the most emblematic photographs of our history.

Photographs that marked an era, which symbolized change.

And we used these photos in a different manner: we changed the focus, the element that turns them into marks of photojournalism. By doing this, we showed that those that don’t use Canon, with auto focus, lose their chance of developing historical work.

Worse yet: they may not have the career they’ve always wished.

Execution

We transformed a photo that was completely in focus, into a photo with just one foreground being focused. By changing the focus, we changed the whole meaning of the photograph. And this focus chosen by us is not the main one, it is not the one that turns this photo into something so important. Thus the photograph is no longer a famous one; it becomes an ordinary photo.

Outcome

The “autofocus” mechanism in Canon cameras has once more become relevant and talked about in the photography community of the Brazilian market.

Similar Campaigns

12 items

2 Cannes Lions Awards
October Event Opener - Start Up - 45 Years of Apple Sounds

TBWA\MEDIA ARTS LAB, Los angeles

October Event Opener - Start Up - 45 Years of Apple Sounds

2022, APPLE

(opens in a new tab)