The £1.5 million campaign will aim to introduce Nikon's consumer
digital range in a confident, iconic manner. The brand is a favourite
among professionals and the company wants to extend this into the
The 40-year-old photographic company has previously concentrated on
niche, photographic press for most of its advertising. However, it has
broadened its advertising audience as the range has become more diverse
BMP's campaign features Nikon's Coolpix 775 digital camera and
illustrates four images by the famous photographers Nadav Kander,
Anderson and Lowe and David Modell. The vignettes are captioned as
though reporting four momentous moments which have not yet happened.
One features the first man on Mars, another the last rainforest, a third
features the three-minute mile, and the last a baby vaccinated against
the Aids virus.
The campaign was written by Tim Charlesworth and art directed by Michael
Kaplan. Media is through OMD.