Nikon South Africa has come under fire from South African creative agencies after it took to social media to announce a new campaign, titled ‘Nikon Z50 Influencers’.
The campaign follows seven South African videographers and photographers as they share “the moments they capture on their Nikon Z50” cameras.
https://twitter.com/Nikon_SA/status/1286637215007887360
The campaign was immediately criticised on social media for it’s lack of representation and inclusivity with only one photographer in the seven, Austin Malema, being black.
It’s safe to say my money and numerous photographer friends will be going to Canon,Fuji,Sony,Panasonic, & stay there. They make better cameras eitherway. 😌
— #BlackLivesMatter✊🏽⚫️ 🎥🎬🔥🔥 (@Obriezy) August 4, 2020
Velokuhle Ngubane, CCO of Avatar Agency Group, has led the outcry for transformation, saying their Group will stop using Nikon products on set and called out to other agencies to follow suit. The #NoNikonOnSet movement was set in motion.
We keep teaching brands about diversity & inclusion. Falling on deaf ears becasue there is no ACTION that affects them financially. Well here is ACTION, our agency group will ban all Nikon products on set & call on other agencies to do the same until they fix this. #NoNikonOnSet https://t.co/SGrxxaimgp
— Mandlenkosi (@TheNduna) August 4, 2020
The same stance has been taken by agencies including DNA Brand Architects and Academic Republic.
We cannot continue to tolerate the sheer ignorance by these brands and their teams. Our agency takes a stand and will not allow any Nikon products on our sets until we hear from @Nikon_SA #NoNikonOnSet
— Sylvester Chauke (@sylvesterchauke) August 4, 2020
https://twitter.com/Brain_Dogon/status/1290587548516077569
In response to the public’s disapproval and the call to ban the brand, Nikon SA issued a statement.
— Nikon South Africa (@Nikon_SA) August 4, 2020
This didn’t deter the public from the #NoNikonOnSet movement as they continued to weigh-in on what the brand needs to do to regain their confidence.
1. Pay the Black talent you’ll rope in the same as what you will pay the White talent. 2. Hire a Black editor to do the editing of your video – sensitivities in the portrayal of racial groups is a thing in South Africa.
3. Diverse agencies would do your brand a hell of good.— Onke Dumeko (@ForeverOnke) August 4, 2020
Not good enough, please tell us what plans you will put in place to be more diverse and inclusive in your marketing teams, influencers, agency suppliers and marketing communications. Once you have done this we will lift the ban on your products. #NoNikonOnSet https://t.co/ASe5RscsY3
— Mandlenkosi (@TheNduna) August 4, 2020
Creatives have since agreed that the logo of the brand will be blacked-out whenever on set in order protect the livelihoods of those that have already invested in the brand.
Spoke to black photographers, we've agreed #NoNikonOnSet ban continues until @Nikon_SA publishes their Transformation & Diversity plan.
To protect the livelihoods of those that have already invested in the brand is to ban the logo on set, not the photographer #BlackOutNikonOnSet pic.twitter.com/mHO0szUSwM
— Mandlenkosi (@TheNduna) August 5, 2020
Stay tuned as we update the story as it unfolds.
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