200 citizens of Georgetown, South Carolina received free D40 cameras from Nikon and a license to shoot.

Nikon used the pictures and the story to create a brilliant advertisement for the D40.

The pictures on display were taken by 8 amateurs, which is supposed to show that the D40 is a great camera in any body’s hands.
Along with profiles of the participants, which include multimedia, is a photo gallery that is comment-enabled.

The whole package almost feels like journalism. Blurring the lines much?

My peeve: the only reason I found this Web site is because I happened to actually watch a commercial. I only saw the commercial once. Why spend so much time on this project and then not scream the URL from every possible medium?

I just thought it was interesting for an advertisement to have such depth.