2010 I AM new

NPhoto - - Feature -

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.

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