The campaign, the first from Canon to encompass all consumer and pro product categories, reflects Canon's strategic commitment to becoming a lifetime imaging partner, coupled with the goal of empowering, educating and inspiring consumers to take their 'next step' in imaging. Running across EMEA throughout the summer and beyond, the campaign goes live in the UK today, with the TV ad airing 213 times on UK television today, 20 May 2013. The commercial will also be shown on video on demand services including 4OD, ITV Player and Sky On Demand.
In addition to the TV advert, a comprehensive print campaign will. The inspiring artwork used in the print executions was shot by two Canon ambassadors, Lorenzo Agius and David Noton.
The campaign was driven by Canon's understanding of its consumers' imaging needs and their desire to learn, feel supported and develop their skills in all areas of imaging. During the planning stages, researchi was carried out which showed that consumers are eager to step up in the world of photography but can find this a daunting task in reality -many would welcome further advice and guidance regarding product options and developing their own skills.
As the leading brand in imaging, Canon has a strong heritage of supporting users on their imaging journey, whether that be upgrading from a compact camera to a DSLR, or experimenting with different shooting scenarios such as low light. The new campaign reflects this and Canon's brand vision of helping people realise the 'Power of Image'.
'Power to your next step' is a campaign that brings to life Canon's commitment to empower consumers to take their 'next step' in imaging said Nigel Taylor, Consumer Imaging Marketing Communications Director, Canon Europe. We want to inspire and support everyone in taking their 'next step', whether it be in photography, shooting video or printing special moments. Canon has a product suitable for every step, whether you're a beginner or a professional.
More than just an advertising idea, the campaign is an expression of this commitment, which will be brought to life across all marketing channels.
'Power to your next step' will be present in-store across Europe, with eye-catching POS carrying the artwork used in the print executions. PR and social media campaigns will also carry the 'next step' message to consumers. A 90 second version of the TV advert has also been created for use online.
To further bring the campaign to life a website has been created specifically for the campaign offering practical video tutorials, which aim to inspire consumers to take their 'next step' in imaging.
Video content sits at the core of the campaign. comments James Gregory, Consumer Imaging Campaign Manager for Canon Europe. Consumers are demanding video content that can be used and shared through digital channels and the campaign includes video tutorials designed to inspire the audience.
Creating the campaign was a major undertaking, with three shoots in 12 different locations. The crew used a total of 63 Canon cameras and 27 EF lenses to capture the shots, highlighting the breath and versatility of the Canon product range.
The TV advert, directed by renowned film director Thomas Hilland, takes viewers on a journey through a series of moments showing Canon users taking their next step with a variety of different products -compact cameras, DSLRs, video cameras, printers and Canon's Cinema EOS range are all featured. Inspiring 'next step' scenes unfold, showing consumers challenging themselves with image capture and production, including shooting using zoom whilst canoeing at a dramatic glacier, and low light shooting whilst capturing the stars.
The Canon team worked with mcgarrybowen London, Canon Europe's retained advertising agency, to bring the campaign to life, and PHD has conducted all media buying.
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