2010 I AM new
Nikon launched its ‘I AM Nikon’ advertising campaign throughout Europe seven years ago – and it’s still going strong. Created by the Jung von Matt/Spree creative agency in Berlin, the campaign was designed to build on Nikon’s ‘At the heart of the image’ concept. “By reminding our customers that they too are at the heart of the image, we hope to ignite a new understanding of photography – one where anyone can express themselves, regardless of their photography experience,” said Nikon Europe’s Birgitta Olson at the time.
The concept was a neat and simple one: express ‘who are you with your Nikon?’. Used to encapsulate a moment and prick the emotions – ‘I AM Neil Armstrong’, to capture a baby’s first steps – ‘I AM Alive’, for a shot of Robbie Williams turning his camera on the crowd – through to the more literal ‘I AM a Super Zoomer’, it’s the myriad ways that ‘I AM’ can be applied that’s given this campaign its longevity.