| Date | |
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| Author | DCM |
| Categories | cinema |
Critically acclaimed English filmmaker Jonathan Glazer has produced and directed a new ad for Canon as part of its 'Come and See' consumer brand campaign. Known for his revolutionary work spanning feature films and music videos for Jamiroquai and Radiohead, and best known for his advertisement commercials for the likes of Nike, VW, Stella and Levis, including the famous and ground breaking Guinness ‘Surfer’ spot, topping many lists as one of the best commercials of all time.
Driven by the understanding that consumers are changing the way in which they are taking and sharing photography, Canon seeks to inspire and support users in their ever evolving photographic journey. To enable the discovery of fascinating stories and experiences, Canon is committed to supplying new imaging technologies and quality devices to help provide, preserve and share lasting memories and meaningful moments.
The campaign will launch with two unexpected and unseen ‘Come and See’ stories; the first showcases a Calcio Storico match – a ‘historic football’ game. Amidst the art-filled galleries and recognisable tourist attractions in Florence, an ancient version of football unfolds, more gladiator than UEFA Champions League, where competitors dressed in medieval clothes tackle, wrestle and chase each other wildly to get the ball and win the ultimate sporting trophy – a cow. The second story shows a herd of deer exploring residential streets close to Epping Forest, south-east England. Whilst locals sleep sound in bed at night, deer roam the peaceful housing estate, owning the night. Both advertisement stories were shot using the Canon EOS C500 and EOS C300, spanning the course of many days due to the unexpected nature of each scenario.
To further bring the campaign and three-year strategy to life, Canon has created a ‘Come and See’ website to provide consumers with behind-the-scenes insight into the fascinating stories featured in the campaign, as well as proprietary technology stories and product information. A series of ‘How-to’ product-centric videos have also been created by travel photographer, Christopher Pillitz and wildlife photographer, Jamie Hall, to provide consumers with top tips on the art of capturing beautiful photography using Canon product.
“Storytelling through photography is reaching new heights of popularity, and with almost one trillion images forecast to be taken this year alone , it’s never been a more exciting time to be an imaging company.” said Nigel Taylor, Consumer Imaging Marketing Communications Director, Canon Europe. “For 80 years now we have been encouraging consumers to tell their own unique story, by taking, sharing, printing and enjoying photography. In this new world of imaging, we are committed to not only providing consumers with the tools to capture, store and share moments to cherish forever, but to provide the inspiration to uncover moments and experiences along the way.”
The Canon team worked with JWT, Canon Europe’s retained advertising agency, to develop the creative, Fever for PR, while PHD developed the pan-EMEA media strategy.
Original article appeared on Little Black Book.