Nikon wanted to make a splash and show off the versatility of its cameras, so they came up with a fun idea: what if they passed a camera around to a bunch of influencers across Europe? The goal was to get real, personal content from people with different lifestyles, starting with the band Rudimental.

Instead of just showcasing typical product photos, the camera was passed from influencer to influencer, with each one capturing unique moments. The band, for example, took the camera on stage with them, showing off its capabilities in high-energy concert settings.

Each influencer shared their shots and videos on social media, building a bit of suspense as fans waited to see who would get the camera next. Plus, Nikon encouraged followers to share their own pictures with the camera, which created a snowball effect of content and buzz.

The campaign helped Nikon reach a huge audience, especially a younger social media savvy demographic.

Credits:
Creative Director: Paul Reid
Agency: EssenceMediacom