Name	Position	Company
David Nobay	Executive Creative Director	Saatchi&Saatchi
Pete Buckley	Head of Art	Saatchi&Saatchi
Tim Brown	Senior Copywriter	Saatchi&Saatchi
Scott Thomson	Senior Business Director	Saatchi&Saatchi
Claire Kesby-Smith	Business Manager	Saatchi&Saatchi
Lisa Forrest	Advertising Manager	Olympus Australia

A new digital camera that's not only shockproof - but seriously waterproof. What more exciting brief than to promote this revolutionary new technology by directly engaging with customers in an approach that would leave an indelible impression in their mind.

The campaign is a pure demonstration of a unique product benefit, delivered in a compelling participatory approach. An ambient lead idea - signage and the camera were positioned opposite one of the world's most famous and most photographed icons - the Sydney Opera House. Passers by were invited to see how tough and genuinely waterproof the Olympus camera was by pulling the camera up out of the depths of Sydney Harbour, taking a photo with it and then throwing it back into the water. They were then invited to directly download their photo from an online site and learn more about the technology and benefits of this amazing product.

Curiosity drew the public's attention, and cleverly positioned in a high traffic spot as soon as the seed was placed crowds were attracted to see what was going on. Despite the constant rough treatment and submersion in and out of the harbour the product stood testament to its unique selling proposition of being waterproof and shockproof. A client's dream, the ambient stunt was the clearest demonstration of the product's benefit - the simplest idea - Here's proof!