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.

 
 
 
 
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BACKGROUND

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.

 
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THE 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.

 
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THE RISK

We also invited top journalists and critics to the gallery, and created a digital and print campaign entirely dependent on the unknown images.

 
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THE SUCCESS

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.

 

#1 SELLING

INTERCHANGEABLE LENS CAMERA FOR 7 WEEKS

400K

FACEBOOK LIVE VIEWS

50 MILLION

MEDIA IMPRESSIONS