Who: DentsuBos and Fujifilm Canada.

What: A new billboard campaign, “See Farther,” promoting the Fujifilm X Series Zoom Lenses.

When & where: The campaign debuted April 26 on an Astral Out-of-Home billboard at Toronto’s Exhibition Place. The billboard appears alongside the Gardiner Expressway, a heavily trafficked corridor into and out of the city. It is running for the next four weeks.

How: The billboard uses a Fujifilm camera equipped with an X Series lens and focused on the Gardiner Expressway just over one kilometre away, showing what kind of traffic conditions lie ahead in real time. It’s accompanied by the message “see farther.”

Why: According to a recent report by LensVid, camera production has fallen from a high of 121 million in 2010 to just 19 million in 2018 as consumers are increasingly content to use their camera phone. One of few advantages that digital cameras have over their smartphone rivals is better zoom capability.

And we quote: “Digital cameras have better zoom capabilities that allow users to [capture] what smartphones can’t. We’re not attacking smartphones, but it’s trying to lean on our competitive advantage. —Travis Cowdy, executive creative director, vice-president, DentsuBos.

Anything else? The campaign concept won a silver in Astral Out-of-Home’s 2017 Carte Blanche competition honouring out-of-home creativity.