Canon Vs Smartphone

Canon, a camera brand, launched a three phase campaign in the Nordics that smashed preconceptions and let people rent a Canon to prove its superiority over a smartphone camera.

Campaign details

Advertiser: Canon Brand: Canon Agency: Uncle Grey Copenhagen Country: Denmark, Finland, Norway, Sweden


Never has the world been so enamoured with pictures.

BusinessInsider estimated that 1.2 trillion photos were taken worldwide in 2017, almost double the number taken in 2013. But never have camera brands such as Canon been in such dire straits. Only 10% of these photos were taken by cameras, with the Smartphone becoming the default device for ordinary, everyday picture-taking. The resulting decline in camera sales is the mirror image of the ascent of the Smartphone.

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