Nikon brings in Speed for summer photography campaign

Speed has been appointed by Nikon UK to support Nikon's recently launched D5100 camera to consumers. The summer campaign will look to highlight how easy and accessible quality photography can be.

Nikon UK comms manager Claudia Paul said: 'Speed recognised that photography is hugely emotive and as such we need to cover a lot of ground editorially to tap into the many reasons why people want to be better at it. It's an exciting campaign intended to inspire sales during the peak summer buying period.'

The agency won the brief following a four-way pitch.

Speed MD Stephen Waddington commented: 'Social media have fuelled consumers’ appetite for sharing images. We’re aiming to shift that enthusiasm by spotlighting the functional benefits of the D5100 to create great images, but by also highlighting the emotional benefits of the art of photography itself.'

The US launch of the camera was supported by a TV campaign featuring Ashton Kutcher shot entirely on the D5100 itself.