As a nature enthusiast from the early days, I have always enjoyed the National Geographic Magazine. One page that often invited me to stop and inspect it closer was the "Wildlife as Canon sees it" advertisement campaign. By combining a stunning photograph of some rare or endangered critter with interesting bits of information, the ads have always struck me as a great way to draw attention to conservation issues while creating a great brand association. And let's admit it, who doesn't enjoy using a Canon camera when encountering unique wildlife?
The world-famous photographer and regular NGM contributor Joel Sartore coordinates the photo selection and information gathering for the campaign. When his long-time assistant Katie Joseph moved on to law school, Joel contacted my PhD adviser Al Kamil looking for a highly motivated biologist that could gather and verify the information that Canon uses in their ads. After a few emails and phone calls, we agreed on working together. I am very proud to be associated with such a reputable campaign and look forward to a lasting collaboration!