Nikon Picturetown

CHALLENGE: Convince aspiring photographers to put down their phones and pick up a “real” camera.

IDEA: Welcome to Picturetown — Anyone can start taking amazing pictures the minute you hand them the compact, easy-to-use Nikon D40. To prove it, we gave 200 to the people of Georgetown, South Carolina. What happened next was extraordinary.

EXECUTION: Celebrated in Ad Age as a “picture perfect” integrated campaign, Nikon Picturetown came to life through TV, cinema, digital, and print, all driving to a website that featured stunning photography created by regular people in one small town, proving beyond a doubt that anyone can truly take amazing pictures with the Nikon D40. The campaign swept the award shows, earning a One Show Gold Pencil, Silver London International and Bronze Cannes Lion, just to name a few. To get a sense of the true sweep and impact of this epic campaign, check out the case study below.