Marcelo Burgos Helms Spot for Nikon's "Show Your Love Some Love" Campaign

Nikon's "Show Your Love Some Love" Campaign Reminds Consumers To Do Their Passions Justice By Capturing And Sharing Them With The Love They Deserve

Nikon and Cramer-Krasselt kick off fully-integrated brand campaign this March that includes new TV and in-cinema spot, print, digital and social media program

MELVILLE, NY – Today, Nikon Inc. announced its new “Show Your Love Some Love” integrated brand advertising campaign that encourages people to embrace and share what they love through incredible images. The campaign kicks off today with a television ad directed by Chromista director Marcelo Burgos titled “World of Likes” that asks, “in a world of likes, what about loves?” This is the guiding concept behind Nikon’s newest brand campaign, created by Cramer-Krasselt.

The campaign marks an evolution in direction for the Nikon brand as it moves to celebrate and inspire those who live according to their passions, whether it be cooking the perfect dinner, backpacking through Europe or simply spending valuable time with family and friends. While nearly everyone carries an image capturing device, our “loves” deserve to be captured with a quality that reflects that love; they deserve to be captured with a Nikon camera. 

“The Show Your Love Some Love campaign is all about tapping into the intense emotional connection between us and our passions – the things we live for, and the amazing stories behind them,” said Lisa Baxt, Associate General Manager of Communications at Nikon Inc. “In an age where we communicate largely through images, ‘likes’ have become a form of social currency, the things that one truly loves should stand out and be captured and shared with the best possible image quality.”

For Nikon, the goal of this new campaign is to empower passionate people to create better memories with images that do their “loves” justice. Research conducted by Cramer-Krasselt found that while people appreciate the convenience of capturing moments on mobile devices, there is a strong desire to go “all in” on their hobbies and things they love. However, many do not document their passions with the same care they bring to actually doing, creating, or participating in them. Quality photography can help us distinguish between “any other image” and the moments that should be captured in a quality equal to the emotion and importance of one’s passions.

Beginning in March 2016, the campaign creative will appear on-air, in cinema, across digital media platforms and in print in the United States. During the campaign, consumers will be encouraged to share their personal “loves” using #NikonLove with many submissions used to curate a gallery of inspirational images on , starting March 21. Sharing is an integral part of the photographic experience and Nikon recently announced innovative new SnapBridge connectivity, that will make it easier than ever to seamlessly shoot and share amazing images with friends and family.