If You Have A Reputation, Own it

This was a unique challenge.
On one hand, GoPro defined the action camera category.
On the other hand, the #1 reason consumers didn't purchase a GoPro was they believe it's just an action camera.

So how do we convince people we're really the world's most versatile camera? We owned the brand perception of being an action camera, and redefined what 'action' meant. We showed everyone that no matter what they're doing, they can find the action in it.