US Creative Work of the Week: Nikon’s love letters to NYC dot the city’s N line

From Brooklyn Bridge to Central Park, there is certainly no shortage of landmarks to snap pictures of in New York City, making it no surprise that the city routinely tops “most Instagrammed places” lists every year.

In its latest campaign, Nikon is hoping to capitalize on this photo fervor with an effort called “Love Letters” that is currently running throughout New York City’s busy N subway line. The out-of-home effort features photos snapped on Nikon cameras that showcase parts of New York City that may not get as much attention as their more iconic counterparts but are still just as much a part of the city’s fabric, like the many pigeons that line the streets and the delicious fare offered at food trucks.

For example, one poster features a picture of a food truck gyro with text that reads, "Dear NY, I love your white sauce. I'll tell you when to stop. Just don't tell me what it is."

The idea behind the campaign, which was created by Cramer-Krasselt, is that Nikon can provide New Yorkers with cameras that allow them to capture the city’s beauty and diversity in a way that a smartphone might not be able to.

“Whether it’s a secret spot for the best slice, the way the dusk light hits an iconic landmark or a favorite park bench with the perfect view, the things we love most about our cities deserve to be captured with a quality that reflects the pride and personal connection we have to these places,” said Lisa Baxt, associate general manager of communications at Nikon, in a statement. “Through these Love Letters we hope to encourage consumers to pick up a camera and share the love they have for their city through stunning imagery. We are excited to kick off the campaign in New York, and see New Yorkers’ perspectives of all of the extraordinary things that make the city they love so special.”

The campaign’s “love letters” are being displayed at notable places along the N line (which, in 2014, was lovingly named the third-best subway train by BuzzFeed). Nikon is also encouraging New Yorkers to share their own images of the city using the hashtag ‘#NikonLoveNY.’

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