Nikon’s I Am Generation Image campaign celebrates Millennials and their use of photography as self expression; encouraging them to capture life’s moments through something other than the lens of a smartphone.
The campaign is in response to plummeting digital camera sales, despite the fact that though young people are taking more pictures than ever. I Am Generation Image urges Millennials to switch their mindset from ‘convenient’ to ‘high quality’ photos, suggesting that if they really care about photography then they should step up their game and reconsider what they use to take pictures.
To show the incredible range of expression the Nikon is capable of capturing, one Nikon D750 camera was sent on a roadtrip “to give seven [vastly unique] individuals with something to say a better camera to say it with.” Taking turns, each person is tasked with capturing photos that help convey their story and send a message, and then share the photos on their social networks using #IAmGenerationImage. Nikon features each individual – and their photos – on an interactive website for people to browse and learn more about the Nikon D750 camera, as well as other essential photography gear. By integrating a fun user experience with a strong social campaign, Nikon is successfully introducing Millennials to its brand, showing them how to capture images that are worth more than a thousand words.