Outdoor ad: Canon EOS: Photo 5

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Top 6: June 9th 2010

Leo Burnett, Sydney knew that amateur photographers find inspiration in galleries and exhibitions, by having the chance to see through other people's eyes. So Canon gave them the opportunity to create their own exhibition, in a way that didn't just showcase one person's way of seeing, but thousands. Photo 5 began with a simple brown box containing 5 simple items. Each item acted as a brief, which we asked photographers to shoot in their own creative interpretation, to form the content of the exhibition. Launched as part of the Festival of Sydney, the Photo5 Gallery showcased over 7000 photographs, each a different way of interpreting one of the five items. Through the experience of seeing so many different creative interpretations to their own, Photo5 created a unique connection between photographers and the brand.