Canon Photochains at World of EOS

Canon‘s “Photochain” campaign, developed to promote the Canon EOS DSLR camera range, has won a handful of awards at Cannes International Advertising Festival. Canon Australia used national television, print and online advertising to invite photographers of all skill levels to upload photographs to a chain started by Canon on the World of EOS website. Once online, people could also start their own photochains, or join those created by others.

Canon Photochains site

Click on the image below to play Leo Burnett’s case study video.

Click on the image below to play the launch commercial

People soon became the medium for the campaign, inviting friends, family and colleagues to join their photochains. As the photochains network grew, national advertising incorporated user generated photochains and the photographers who had created them.

Click on the image below to play the Rockpool commercial in YouTube

Click on the image below to play the Bubble Blower commercial in YouTube

Click on the image below to play the Milk Doof commercial in YouTube

Click on the image below to play the Dog commercial in YouTube

Photochains is now growing as its own social media platform which continues to grow with every photo, as a way for Canon EOS to be a brand which stands for creative inspiration. Photochains has created a new way for photographers to connect through photography, as well as a new dialogue between Canon EOS and the photographic community: – 94 photos uploaded every day since launch, which is 4 photos an hour – 12 minutes average time on website – Over 20,000 photos uploaded from around Australia to date – Canon EOS has risen to a record 67% market share in Australia since launch.


The Photochain campaign was developed at Leo Burnett, Sydney, by executive creative director Andy DiLallo, executive creative director Jay Benjamin, creative group head Michael Canning, art director Kieran Antill, digital creative director/designer Kieran Ots, group account director Amanda Quested, account director Jodi McLeod, planner Kirsty Angus, TV producer Rita Galiardi, head of digital Dominique Hind, digital producer Tristan Parker, developer Nick McGrath, interface developer Keong Seet.

Filming for the commercials was shot by director Darryl Ward via Curious Film, Sydney, with producer Seth Wilson and director of photography Derek Henderson. Music is by Elliott Wheeler at Turning Studios. Sound was designed at Nylon Studios.


The Photochains campaign has won a Gold and two Silver Direct Lions, a Silver PR Lion, and a Silver Promo Lion.