To highlight the powerful zoom capabilities of the Canon PowerShot SX60 HS to a smartphone-obsessed generation, we needed to meet users where they already were: Instagram. The challenge? Instagram had no native zoom feature at the time, making it the perfect stage to dramatize what mobile phones couldn’t do, but the SX60 HS could.
So Canon created the world’s first zoomable Instagram photo, a single panoramic image sliced into multiple posts across a perfectly aligned grid. Users were invited to “zoom in” by tapping through the grid and exploring deeper levels of detail, unlocking a total of 24 hidden micro-stories along the way. Each discovery showcased the extraordinary reach and clarity of the SX60 HS, turning a platform limitation into a playful product demonstration.
This interactive experience transformed a simple scroll into a scavenger hunt and reframed optical zoom as something surprising, delightful, and social-media friendly.
Best experienced on mobile:
https://www.instagram.com/canon_instazoom/
https://www.instagram.com/canon_instazoom/
Awards: 2016 / Cannes Lions / Finalist / Media; 2016 / Spikes Asia / Finalist / Mobile; 2016 / Spikes Asia / Finalist / Media; 2016 / Creative Circle Awards (Gong Show) / Silver / Innovation in Social; 2016 / Smarties Mobile Marketing Association / Silver / Innovation; 2016 / Smarties MMA / Silver / Social; 2016 / Facebook Awards / APAC Winner; 2016 / The FWA / Mobile of the Day; 2016 / Webby Awards / Finalist; 2016 / Adfest / Silver / Interactive; 2016 / AdStars / Finalist / Interactive; 2017 / Tangrams @ Spikes (AMES) / Gold
