BMP DDB has unveiled a pounds 1.5 million national press and poster
branding campaign for Nikon cameras.
’Icon’, which breaks on 23 July, is the first for the brand from the
agency, which won the account in April. It will aim to position Nikon as
a tool to transform moments into memorable images.
The five executions were shot using different Nikon cameras. One shows a
girl standing on a trailer, arms outstretched, with the words:
’Madeleine spreads her wings.’ Another shows three laughing red-haired
boys and reads: ’Alf, Charlie and Nick doing a jelly sandwich.’ A third
execution shows a girl turning her face from the wind, with the words:
’Gail in a Tornado.’
All the ads end with the strapline: ’You’ll remember a great image for
the rest of your life.’ They will run in supplements, reviews and on
The ads were written and art directed by Mark Reddy and photographed by
Nadav Kander and the fashion photographers Masude and Kieron Master.
Media planning and buying is through BMP Solutions in Media.
Jeremy Gilbert, Nikon UK’s marketing manager, said: ’It’s the first time
that we have advertised the Nikon brand itself. Imaging is what we are
about and this campaign relies on stunning images to get the message
across and to make sure that Nikon springs to mind when people want to
buy a camera.’