The edible SD card

Canon wanted to highlight its partnership with the World Press Photo Foundation and strengthen its connection to photojournalism.

So I put my own journalistic skills to the test and found a very interesting fact across various blogs: under authoritarian governments, or when reporting on criminal activity, many photojournalists go as far as swallowing their SD cards to destroy compromising footage.

Client

Canon

Role

Copywriter

Scope

Concept, PR, stunt

Canon: sd diagrama

Edible data, a PR campaign

To activate Canon’s sponsorship of the World Press Photo Foundation, we proposed creating the first SD card that’s safe to eat.

An unconventional way to comfort reporters everywhere and, above all, praise their efforts.

Awards: ADC Junior Awards, bronze

Client: Canon / Agency: UncleGrey Copenhagen / CD: Thomas Ilum / CW: Olga Alonso / AD: Joaquin Aubele, Oscar Gierup