The objectives were impressive, if not daunting. So we chose to keep the spot simple but playful. The Nikon "ography" campaign is sweet, charming, and perfect for a baby photo contest. The heart of it is taking familiar words and phrases and turning them in to photographic ideas that any aspiring photographer could relate to: "Iloveyouography", "breathtakingography", etc. We named the contest "prideandjoyography," because that's what any proud parent wants to show off. The adorable little girl, the playful music, and the simple graphics helped reinforce the message that this was a contest worth entering.

15 seconds is nothing in the world of direct response. The spot ran once a day for eight weeks on one channel! And the results' over 6,000 entries, over 42,000 unique visitors to the special web site. It was the single most successful contest either Nikon or Wilhelmina had ever run. It broke all their records for response and lead generation. And it sold a heck of a lot of Nikon cameras, too. (Client will not reveal the number of cameras sold, but they were overwhelmed). Imagine what we could do with a whole 30 seconds.