Agency Network: 
June 2010


Print advertisement created by Cheil, South Korea for Nikon, within the category: Electronics, Technology.


Lost myself in Nikon.

Advertising Agency: Cheil Worldwide, Seoul, Korea
Creative Director: Jaewook Nam
Art Director: Seongwook Han
Copywriter: Songha Lee
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tamer samy's picture

i know its a Cannes Lions 2010 !! but may anyone explain to me what is this ??

tamer samy
Activity Score 681
Photographer at LEAP STUDIOS |


Jupiter's picture

too engrossed in framing/composing his subject that he ends up looking like a fool...i think...without him knowing it of course...

this one won a Lion? errrrrr.....okey:-(

Activity Score 547
Artifarty |

commenting just to gather more pencils:-)

keboin's picture

I think it's because of the "self expression" that you get from photography?? or I could be wrong.

Activity Score 41
Graphic Designer
fala fulani's picture

I think its a combination of both thoughts.

fala fulani
Activity Score 252
Creative Director at Mediaedge BBDO
Guest's picture

i like it - why such a low rating?

Its a pretty original angle in the camera market.

Guest's picture

It's not bad... you use your Nikon, you forget about everything except what you're looking through your lens... i like it...

Dzsoi's picture

Loose yourself while taking a photo is a nice concept, but these look forced to me... why would you "stand" like this? Could the process of preparation of taking an outstanding picture result in such a posture? Or when you loose yourself, your body goes crazy to amuse itself? Maybe professional photographers get this. I really can't feel it.

Activity Score 8532
Copywriter at junior copywriter
jponino's picture

i like it too, the idea is (for people asking) that when your use your nikon, your don't take care of your look-like cause your to catch by your nikon (i am sorry if my english is not so good sometimes)
compared to the shit about stick an elephant or a girafe (the next advert) i understand why this one was elected at cannes Lions

Activity Score 601
Copywriter at ISCOM, copywriter and art director
Critic's picture

How could anyone take picture being in this posture? Nikon makes impossible possible?

Activity Score 271
Copywriter at Slow shutters
Guest's picture

what's going on in cannes?

michelangelo's picture

it's different that's all

Activity Score 660
BLACKBC's picture


Activity Score 11
Graphic Designer
Guest's picture

from another perspective can be conveying the such a way..that...he got so "lost" in his nikon..that he got a boner ... =P

Guest's picture

so many bad ads in Cannes this year. I say boycott them. It hasn't been this bad since Arnold gave themselves the Grand Prix for VW.

velle's picture

the insight is really good but the pose above is a bit contrived - just this one

Activity Score 1550
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