From unboxing to an exhibit at one of the world's best museums in 24 hours.
You've got your talent and the new Canon 5D camera. Go.
The original Canon 5D revolutionized the photo and film industry 10 years ago. To prove its new model is even more impressive, we created a never-attempted-before challenge.
The day we launched our new camera we opened a gallery of empty frames at the esteemed Whitney Museum in NYC. 24 hours earlier, four of the best up-and-coming photographers in the U.S. received the new 5D with an invite to exhibit at the gallery—if they could capture the images in a single day while broadcasting live on social.
We also invited top journalists and critics to the gallery, and created a digital and print campaign entirely dependent on the unknown images.
The photo community arrived at the empty gallery just as the images were just being printed and hung on the walls. The launch was a hit and was covered by dozens of media outlets and shared by fans across social. And not long after launch, the 5D became the best-selling camera of the year.
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