We decided that the best way to highlight the camera's main benefit - the Mode dial - was to show people using the camera. The simplicity of operating the RX, allowed them to take powerful images without any fuss or complication. Each image was deliberately minimalist, to encourage the viewer to be drawn into the focal point of each composition.

Because the RX is simple to use, it allows the user to concentrate on the moment, rather than the technical side of an SLR camera. We wanted to reflect this simplicity visually, by excluding any background information from the campaign - giving centre stage to the subject of each photograph. The black and white palette suggested professional, artistic results.

The campaign ran on billboards and bus shelters, point-of-sale, and online across Asia (Singapore, Malaysia, Thailand, Indonesia, Vietnam and Philippines, Myanmar, Cambodia, Brunei, Sri Lanka, Nepal and Bhutan).

66% higher facebook impressions against planned media.

OOH was seen by 26m people during the campaign period.

Double the visits to the microsite, than projected during campaign period.

Engagement on social media increased by 10%.