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By The Drum Team | Staff Writer

March 11, 2011 | 2 min read

Nikon is to promote its COOLPIX compact camera through a new advertising campaign, which will run across Europe and South Africa.

The campaign will be the third for the ‘I AM series’, and will aim to explore the moments that are exchanged between people when taking photographs.

Five creative executions will support two different campaigns to promote the COOLPIX S3100 and S9100 models, depicting a number of scenes from everyday life.

Giuseppe Puglisi, advertising manager at Nikon Europe BV, said: “Following the huge success of our previous I AM campaigns featuring Robbie Williams and Jamie Oliver, we wanted to dive further into the human emotions and reactions that we experience with photography. Using humour and surprise as a trigger throughout the campaign, we think that we’ve managed to capture and recreate some wonderful, authentic moments.”

Birgitta Olson, general manager of marketing for Nikon Europe, added: “This latest iteration of the ‘I AM’ advertising campaign is our most personal yet, connecting on a more direct level with our audience over the feelings we all recognise around the art of photography. We hope it will be as well-received as the previous campaigns.”

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The campaign will break across UK and Europe on 11 April for a period of four weeks across ITV, Channel 4, Five, e4, Film4, UKTV, RTE and TV3e.

Some behind the scenes footage of the making of the campaign can be viewed below.

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