The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2016 One Show - Branded Entertainment

Decoy

Agency Leo Burnett, Sydney / Millers Point + The Pool Collective / Sydney

Client Canon Australia
BACK TO RESULTS

Annual ID

BE16059M

About the Work

To launch “The Lab”, a new creative initiative from Canon to promote creative thinking, ‘DECOY’ was an event staged to show how the person behind the camera can affect the story of an image more than the subject itself. Six pro-photographers were invited to a portrait session featuring one man. Each was told a different backstory about him: a commercial fisherman, a self-made millionaire, a recovering alcoholic, a life-saver, an ex-inmate, and a psychic. The twist? None were true, and each image elicited vastly different styles and emotions, proving the affect your approach has on a subject. The on-line film resonated with a community hungry for creative insight. Viewed over 5 million times with only 20% of views occurring on YouTube, content was shared over 8,000 times, garnered 17,000 comments and was picked up by Reddit, Mashable, The Daily Mail and Petapixel, increasing Canon's Twitter followers by 2%.