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NEWS: Nikon’s new campaign asks photographers to embrace their individuality

Nikon has launched ‘I am different’, an integrated marketing campaign designed to inspire photographers to embrace the individuality of their work.

The first phase of the activity will include a TV commercial featuring a Hawaii-based photographer whose images are captured from the middle of breaking waves. The next stage of the campaign will feature up-and-coming photographer, Andrius Alexandravicius. These films will be shown across Europe.

The campaign will be supported by a digital hub on Nikon’s website. This hub will allow professionals to learn more about these photographers' journeys, content include a mini documentary, behind the scenes footage and interactive interviews. 

Print, outdoor, cinema and online advertising will also support the films.

The core creative was devised by advertising agency Jung von Matt, with digital support provided by strategic digital agency Blast Radius, and PR and social media from communications agency Brands2Life. 

Yasmin Hartson, advertising and media manager at Nikon Europe, said: “With this new campaign, we are guiding these individuals into quality photography by helping them take that next step and discovering their unique photography niche. This integrated marketing campaign will achieve this by tapping into the huge cross-media following that distinct and inspirational photographers have gathered across the world.”