the Challenge:
To celebrate Nikon’s 100th anniversary not simply as a milestone, but as an opportunity to relaunch the brand by engaging different audiences — from trade partners to large-scale retail, from professionals to photography enthusiasts — through a multichannel project.
the Process:
We developed an integrated strategy combining digital, live events, experiences, and editorial content, creating a communication journey designed to foster engagement around the brand.
the Solution:
A 360° celebration:
- An “Anniversary Book” featuring 100 iconic photographs representing the brand’s history,
- a Guinness World Record collective event with the world’s largest human camera formation,
- cultural initiatives hosted within universities,
- contests and social media activities driven by the hashtag #augurinikon.
The campaign generated significant visibility across major national media outlets, strengthening brand awareness and reinforcing Nikon’s reputation as a timeless icon of photography.
the Result:
A successful brand relaunch with strong engagement — a viral social media event driven by spontaneous sharing, extensive online and offline media coverage, and a community involved in an authentic and participatory way.