Nikon Rolls Out Campaign for the Instagram Generation


Integrated ad push celebrates a generation that communicates visually

Emma Hutchings
  • 10 december 2014

Nikon’s new ‘I AM Generation Image‘ integrated campaign, created by McCann NY, celebrates a world that communicates visually. It aims to reinforce confidence in entry-level and enthusiast DSLR markets and inspire people to create images that show off their passions.

The concept was born from a desire to understand people’s relationships with their images. An immersive website has been launched, which features content from a select group of creative individuals, representing the voices of this generation.

These visual storytellers, who document their passions through imagery, will capture content for the site to offer visitors a glimpse into their fascinating worlds. The diverse group of personalities aren’t professional photographers, instead they represent a wide range of stories from entrepreneurs, philanthropists, comedians, and more.

On social media channels, the hashtag #IAMGenerationImage echoes the desire to deliver the best images possible, to convey emotions and passions. Users are encouraged to interact with the campaign by tagging their own visual stories for the chance to be included in the campaign.

‘I AM Generation Image’ hopes to remind people we are all part of the same generation and the campaign will help define this generation as the first to express themselves through images en masse and on a global scale. Lisa Baxt, Associate General Manager of Communications at Nikon Inc, said:

“Each day we upload tens of thousands of images, making us the first generation to truly embrace pervasive visual communication. Whether it’s love, laughter or a call to act for the greater good, the feeling you get when you look at a photo or watch a video should reflect the intent and emotions of the person behind the lens. Generation Image was created to answer this need, and celebrates the stories of our lives and the important role that imagery plays in telling them, while inspiring users to capture more, and capture better using Nikon.”

You can check out two videos released for the ‘I AM Generation Image’ campaign below:




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