Until the end of 2013, Canon lenses were a niche product for enthusiast photographers. Mass-market entry-level photographers thought lenses not worth the money, cynical they could make a difference at their skill level. This meant Canon was missing out on a big potential upgrade opportunity. Big growth was targeted: 61% volume and 37% value versus a year ago (the 4 lenses had dropped price earlier in the year). We wanted to inspire entry-level photographers with simple, relatable proof that lenses could make a difference – with scale, driving engagement and shopping. Digital was perfect to deliver these 3 objectives, using a ‘big’ piece of content that could be appropriately repurposed to drive behaviour across all relevant parts of our audiences digital worlds. With the idea, ‘change your lens to change your story’, we used a well-known, relatable Australian celebrity in exciting situations to demonstrate how different lenses tell different stories. Consumers saw, engaged, and shopped, driving a huge sales jump that smashed key objectives. Year on year, volume sales grew 102%, value 50%, and Canon’s total lens portfolio grew 27% in volume. This growth is unexplained by changes in price, seasonality, distribution, and product.