TV ad: Canon EOS: Photochains

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The idea is simple - A photochain is a growing chain of photos, where each shot inspires the next. A chain starts when a person takes a photo, and then tags a detail in it. This tag then acts as the brief for the next photographer to go and shoot. They then tag a detail in their photo, and so the chain grows from person to person. The photochains will live online, where photographers can upload photos to existing chains, or start their own.Agency:Leo Burnett Sydney