With the growing popularity of digital cameras such as Canon’s 5D Mark III and Canon 6D, more and more photography fans are catching Full Frame fever!

Anticipating that competition between brands in this area would only intensify, Kitchen urged Canon to take the bold step of trying to “own” the Full Frame category! After all, unlike rival camera makers, Canon has been offering Full Frame cameras for high-end users since the very beginning.

Our strategy involved uniting all Canon Full Frame camera owners on and offline via the launch of a new creative platform called ‘#CanonFullFramer’.

The start of the initiative saw us build a crowd sourcing website whose instagram tagging feature, encouraged #canonfullframers to hashtag their photos and enter a photo competition.

The campaign’s second stage extended the Full Frame experience to all photography fans. All images entered by full-framers tag were subsequently judged by other members or visitors to the site.

Ultimately, more than 46,000 Full Frame photos were submitted and 1,500,000 views were generated, The 1,200 people who became judges eventually cast some 50,000 votes.

Such astonishing numbers not only ensured Canon Full Frame camera owners loved their cameras more, it made even more people want to join them!

The #CanonFullFramer initiative has now become yet another milestone in  the long partnership between Canon and Kitchen. Check the results out for yourself at http://www.hk-canon.com/canonfullframer/!