Nikon used the festival as a platform to promote its latest camera, bringing technology and experience together through a variety of activations. Along the festival route, branded photo spots were set up, giving visitors the opportunity to try out the Nikon camera under the guidance of professional photographers. Nikon also hosted exclusive experiences, including a photography workshop and a fully branded canal cruise boat. Together with Nikon as a partner, visitors were encouraged to be more than just spectators and become creators themselves throughout the festival.