To inspire affluent, 32-54 year old action-adventurers to pursue their own uniquely personal outdoors missions.
Harnessing the momentum of our 2015 campaign for the Nikon suite of DSLR cameras (I Am Different), for 2017 we created velocity around the launch of Nikon’s KeyMission range of 80°, 170° and 360° cameras – and their VR potential.
Factory content showcases the overwhelming strength of the human spirit to challenge, vault and excel – our Nikon narratives exemplify this, and it is on the strength of our evocative content that Nikon briefed us to explore the personal ‘missions’ behind some of the world’s most pioneering adventurers.
By positioning the Nikon Action Cam suite as the enabler of moments and the creator of memories, we showcased the various products and the 360 elements that these can produce.
Our first story took us into the volcanic heart of Madeira, in which we captured the squad at Freeride carving fresh mountain bike tracks into the landscape, guided by ancient levada waterways and an innate understanding of the ground beneath their feet. Our second story took the viewer in pursuit of the the mountain less ridden, as expert mountaineer Neil McNab packed his splitboard and chased down the freshest high-altitude powder nestled between the couloirs that line the Mt. Blanc back country. Finally, we harked back to the arid summers of the 1970s California, during which the surf was abandoned in favour of ‘riding the concrete wave’ – bowl skating in drained backyard pools, dredged illegally when vacated for the holidays.
Each of these stories were rendered in full, immersive 360° which engages YouTube’s mobile gyroscope and accelerometer, drawing the viewer into the movement of the moment, flexing the full capability of the new 360° technology and keeping Nikon at the heart of the action experience.
Comprising 6x DSLR shorts, 3x 360 shorts, 9x social teasers and 9x 360 stills as well as 3x editorial product reviews, 3x editorial talent interviews and one dynamic hub, the campaign was natively integrated into Mpora.com’s editorial voice, stoking a sense of endorsement and laying the foundations for organic traction.