Campaign details
Brand: CanonBrand owner: Canon EuropeLead agency: VCCP, PHDCountry: EuropeIndustries: Cameras, photographyMedia channels: Games & competitions, Online display, Social media, Websites & microsites, Word of mouth, advocacyBudget: 1 - 3 million
Executive summary
As part of its 2017 brand repositioning 'Live for the story', Canon recognised it needed to inspire and engage the iPhone photography generation who had previously found the brand inaccessible and irrelevant.
An activation was designed to encourage and reward the audience for exploring the concept of what 'living for the story' meant. It...