The digital revolution has well and truly arrived in the camera market and Olympus Digital wanted to take ownership of one of the key benefits of digital versus 35mm film cameras - digital photos require no processing and consequently no one hour photo labs.Olympus tagged the end of the trailers for Robin Williams film "One Hour Photo" where a photo lab worker stalks the families of his photo lab customers in a chilling thriller.Olympus Digital successfully played off one of the downside of film cameras through its association with the film in order to promote a key benefit of digital - instant images, no labs.

Olympus was in it’s first year marketing in Australia having just taken over from a third party price-focused camera distribution company. They needed to stand out in the market and promote their cameras without resorting to price discounting and margin-squeezes.Media needed to deliver a strategy that appeared significantly more than the budget would normally allow.For this reason, the media plan had to break with conventions for its category, where traditionally print, TV and metrolites had been used. And, to do this, convince proprietors to accept advertising where it had never appeared before.