Celebrating the 100th anniversary of an iconic brand
Nikon celebrated its 100th anniversary in 2017. We know stories can humanise and make any subject matter more authentic, relatable and accessible.
We created a social experiment video series that looked into the journeys of various Nikon users in Singapore: professionals, hobbyists, influencers, the youths and more.
Regardless of their status and occupation, our purpose was to create an emotional connection with the target audience in Singapore —to show Nikon’s place in people’s lives through the years.
We crafted four stories which touched on different aspects of being a Nikon user and subtly positioned Nikon as the silent observer of each user’s life.
The videos were also entirely shot on Nikon — a first in Singapore.
This approach of using localised stories was also taken up and implemented by other Nikon regional offices. With 50,000 views and shares, the campaign received the highest engagement on the Nikon Singapore Facebook page after the launch.