Gold in Direct category at Cannes Lions 2007

Brief: Most people think you need high professional equipment to take underwater photos. So our client wanted us to create a campaign that shows the advantages of the OLYMPUS mju 725 SW digital compact camera. It is easy to use and even enables shutterbugs to take funny snap shots of sea dwellers that are normally not as friendly.

Solution: Positioning of the OLYMPUS mju 725 SW as “digital snap shot camera” for underwater fun.

Result: Against the business trend Olympus was able to improve its operating by more than 66% up to 227 million Euros and exceeded the expectations. For the fiscal year, ending in March, the company raised its market objectives for digital compact cameras to 9.5 million units compared to the initial 9 million units.

Agency: Springer & Jacoby, Hamburg, Germany
Creative Directors: Dirk Haeusermann, Matthias Harbeck
Copywriter: Eskil Puhl
Art Director: John Gloeden
Account Director: Jens Portmann
Account Assistant: Amelie Hoffmann