Nikon has launched a new advertising campaign throughout Europe, “I AM Nikon,” incorporating television, print and digital media. The campaign plays on Nikon’s existing tagline ‘At the heart of the image’ and includes real-life scenarios in which people show who they are with a Nikon camera. What makes Robbie Williams overwhelmed with emotion? What has a baby got in common with the first man on the moon? Have you ever tasted a hot chilli?
“I am Cinderella”, features a Spanish bride who allowed her final pre-wedding preparations to be filmed for the campaign. “I am Here”, showing holidaymakers exploring the Egyptian pyramids. “I am Part of the World”, features people from across the globe interacting with each other using the internet and their Nikon cameras.
The campaign also focuses on Nikon’s new range of Coolpix cameras, including the S8000 and S3000, incorporating taglines such as ‘I am a Super Zoomer’ and ‘I am Attractive’ to help communicate the products’ key features and benefits to customers.
The TV spots, which premieres in the UK over the Easter weekend from 2nd – 5th April 2010 on ITV, Channel Four and Channel Five, were shot on location in Egypt, Germany and Spain over nine days by Ralf Schmerberg. Most parts were shot with a Nikon D3S and D5000.
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Print advertisements include “I am Brave”, “I am Don Juan”, “I Am Coming in Peace”, “I am Neil Armstrong”, and “I am Nikon”.
The Nikon BV Europe team included general manager of marketing communications Birgitta Olson and marketing manager Guiseppe Puglisi.
Birgitta Olson says, “We hope this campaign will help to extend the legacy of the Nikon brand to a wider European audience. By reminding our customers that they too are at the heart of the image, we hope to ignite a new understanding of photography – one where anyone can express themselves, regardless of their photography experience.”
The I am Nikon campaign was developed at Jung von Matt/Spree, Berlin, by creative director/art director Christian Kroll, creative director/copywriter Peter Gocht, art director Javier Suarez Argueta, copywriter Bjorn Ingenleuf, creative director digital Fabien Sax, managing director/creative Wolfgang Schneider, managing director Andreas Freitag, planning director Julia Peuckert
management supervisor Ilan Schafer, senior account manager Sirkka Koster, junior account manager Jutta Caballero, social media manager Barbara Scholtysik, senior account manager Nikolina Micic, head of design Mareike Geisker, producer Matthias van de Sand.
Julia Peuckert, planning director at Jung von Matt, says, “We feel that this campaign really gets to the core of how photography is used today: in a playful, social and self-expressing way. By using real people in real situations we hope our audience will recognise itself and will feel inspired by Nikon.”
The print advertising campaign was shot by Sven Jacobsen on location in South Africa using Nikon D3X camera, with NIKKOR 35mm, 85mm and 28-70mm zoom lenses.