The Drum Awards for Marketing - Extended Deadline

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By The Drum Team, Editorial

July 13, 2011 | 2 min read

Panasonic is to run an advertising campaign to promotes its new Lumix G3 camera featuring David Eustace, the well known Scottish photographer.

The campaign, by Brave, will run across TV, print and online, handing the camera to two professional UK photographers - Eustace and Will Cooper-Mitchell - in two locations in the USA where they document their journeys.

Cooper-Mitchell explored New York, while Eustace photographed his journey through Yosemite with the camera.

“The concept was devised to let the camera speak for itself. By using professional photographers and placing them in two very different and visually stimulating environments not only showed the diversity of the camera but enabled us to deliver an impactful TV spot, as well as generate additional content to tell the wider story through all the media channels” said Brave’s broadcast director Stefan Kann.

“Our consumers are passionate about photography, this is their hobby and creative outlet and what this campaign is designed to do is inspire them to get out there and take amazing shots’’ said David Bonney, advertising manager at Panasonic.

The campaign will break on 15 July, with press ads running in weekend colour supplements, gadget, tech and specialist photography titles.

Media buying will be handled by Vizeum.