The aim was to encourage ordinary people to picture themselves using a DSLR. Nikon was faced with the challenge of launching their new D40 DSLR camera – their first entry level digital single-lens reflex camera specially designed for the masses. However, most consumers saw Nikon as a cold, professional, sophisticated and expensive brand – too much camera in a sense. Nikon needed to warm up the brand and make it more approachable for the novice picture taker.
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