Many amateur photographers lose great photo opportunities just because they’re not aware of what can make a great picture. And many photos (especially of famous locations) tend to look alike. Canon saw an opportunity to educate people about how to get the most out of each and every photo opportunity.

Canon created smart billboards to provide customised tips to photographers right when they needed them the most. Locations were identified by analysing photo metadata to determine the most photographed areas of New York City. Digital screens and trucks were equipped with giant monitors that tapped into API data, like light, weather, time, traffic, location and events, to create over 200 tailored tips for photographers on-the-spot.

This useful and entertaining campaign generated more than 27 million earned media impressions, demonstrating how genuinely educating customers where they need it most can help move the needle.