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