Cramer-Krasselt and Nikon Remind Us That Love Is Better Than ‘Like’

By Patrick Coffee 

Last October, the New York offices of Cramer-Krasselt won the Nikon business after a creative review. The account had been with McCann for a dozen years, making this a significant win for C-K.

This week, the indie shop–which recently hired two new creative directors–debuted its first campaign for the camera brand.

“Show Your Love Some Love” wisely positions traditional photography as a sort of artisanal alternative to the sort of disposable, instant-gratification smartphone pics that have come to dominate our visual communications. Instagram over-posters, you know who you are!

Of course, Team Zuckerberg did recently add “love” to its still-limited emotional lexicon along with “sad” and “angry.” But the point still stands: Nikon makes a much better camera than the one on your iPhone. And as the copy tells us, things and people that one truly loves deserve higher-quality imagery than your average selfie.

From the release:

“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.”

In a way, this sentiment is similar to that conveyed by Grey in its campaigns for Canon, another big camera brand that struggles to reassert itself in a market drenched in amateur photography.

Of course, beyond the above campaign which will air on networks, in cinemas and on social platforms, Nikon is encouraging its fans to share images they love…on social media.

This user-generated content bearing the tag #NikonLove will be curated/featured on the company’s homepage in a side campaign starting March 21st.

We get it: we hate selfies too. Dog pictures, however…


Client: Nikon
Agency: Cramer-Krasselt, New York
SVP, Executive Creative Director: Craig Markus
Associate Creative Director AD: Kira Gorbatkin
Associate Creative Director Writer: Robyn Winkelstein
Agency Producer: Dinah Goris
SVP, General Manager: Nancy Aresu
SVP, Director of Accounts: Andrew Swank
VP, Account Director: Peyton Fowler
Account Executive: Kaitlyn Kelly
SVP, Director of Brand Planning: Jasmine Dadlani
Planning Director: Deb Sobelman
Campaign Manager: Jimmy Pardalis

Production Company: CHROMISTA
Director: Marcelo Burgos
Producer: Francine Weiner
Director of Photography: Mihai Malaimare

VFX & Design: The Mill
Executive Producer: Sean Costelloe
Senior Producer: Nick Strange Thye / VFX Producer: Andrew Hamill
Shoot Supervisor: Freelance / Eric Pascarelli
Creative Director: Anthony Dodero / Michael Schaeffer
2D Lead Artist: Jimmy Bullard
3D Lead Artist: Justin Kurtz
2D Artists: Mina Mir

Color: The Mill
Executive Producer, Color: Dee Allen
Color Producer: Natalie Westerfield
Color Coordinator: Evan Bauer
Colorist: Fergus McCall

Editorial: WAX
Editor: Christopher Huth
Senior Producer: Evan meeker

Music: Nylon
Producer: Halle Petro