Casio asked us to help create a bond between their new product and young consumers. A difficult task, considering Casio was perceived as boring by this group. To prove that you have more fun with a Casio camera with YouTube™'Capture Mode than anything else, we created EL LAB. The objective was to present a new way of exploiting the possibilities offered by digital technology, encouraging participants to exercise their imagination with games and competitions, as well as viral video. The result: a repositioned brand thanks to changes in habits of the consumers targeted by the action.