x Canon

From a camera to a cultural catalyst.

Making Canon the enabler that allows creatives to capture their world, their way.

With camera phones creating the everyday photographer, Canon needed to define its role in creativity and prove it was about more than just kit. We collaborated with emerging photographers & filmmakers, shaped ongoing creative opportunities for them & captured authentic stories along the way, making Canon a platform for storytellers to realise their passion projects.

Our Role

Strategy, Creative , Distribution

What we did

The Adventurer

Cultures we connected with

Lifestyle Sports
Passionate, driven active individuals.
Off-beat Travel
Curious, nomadic explorers.
Creative Arts
Imaginative creators with vision.
The Focus

To shift perceptions, we focused on those using photography to capture their incredible every day, over those who saw photography as a job.

Meet The Adventurer, The Cosmopolitan, The Parent & The Traveller

Challenge One
24 Hours

We challenged three of the top emerging photographers to realise their dream project. The catch was they only had 24 hours to complete it.

We removed the client brief, hooked them up with kit, collaborators & access to our creative network, then watched them enjoy the platform & some serious creative freedom.

A skate trip to Barcelona with a Norwich-based fashion photographer. A beauty shoot in a London WWII bombed-out church by a strobe lighting specialist from Lincoln. From a Norwegian sea kayaker & an Australian jet-setter, to a mum of two & a London blogger, each story was unique, but a passion for creating and sharing their experiences united them – a true insight into what pays the bills vs. what really excites creatives.

Canon recognised me as a creative & an individual but also gave me the freedom to create something that I would be proud of. It was so inspiring.”

Phoebe Cheong, Photographer, 24 hours
Challenge Two
Unique City Perspectives

We set 12 photographers & filmmakers the challenge to immerse themselves in a city they love & capture an untold story. With the support of Canon, an eclectic, fascinating side of each city was captured & brought to life. 


Activated across Canons channels such as their content hub, social channels, internal training as well as partnerships with retailers & e-tailers, editorial, local tourism & specifically targeted online communities.

A simple shift in perspective changed perceptions of what a camera really is – it opened up a new way of working, transformed the photographer's relationship with their kit for the better, & brought as much value to Canon as it did to culture.

Earned media value
*Not all content has been released yet
Interaction rate
(Likes, Shares, Comments, Replays)
More engagement than brand created content

It gave us the ammunition to really challenge conventional thinking and approaches within the business and show there is a better way to resonate with our audience. We can’t wait to do more.”

Tracey Fielden, Head of Marketing, Canon UK