Canon takes a creative leap with new advertising campaign
The ‘making of’ videos can be found at
www.canon-europe.com/neweos
United Kingdom / Republic of Ireland 4th November 2008: Canon launches a
new advertising campaign ‘Make Photography New Again’, promoting the EOS 5D
Mark II and EOS 50D. The campaign will span across 17 European markets from
November and invites photographers to experiment with key photographic
elements such as light and motion in new creative ways, using a Canon EOS
camera.
Canon worked with advertising agency Cayenne to identify four photography
themes (light, detail, speed and motion) which will resonate with
professional and amateur photographers and also play to the key strengths
of both new cameras. Without a detailed brief to respond to, photographer
Rick Guest was creatively challenged to explore new ways of interpreting
these themes. A camera crew following Guest captured his journey. These
behind-the-scenes clips are available to view on the Canon website. Guest
shot the four campaign images in and around London using the EOS System.
The campaign targets high end photographers and ambitious amateurs, with
the new EOS 5D Mark II and EOS 50D. The EOS 5D Mark II is the first camera
to include full high definition video and both cameras will redefine the
landscape of photography. With innovation at the heart of its products,
Canon sought to be equally as pioneering and go beyond the expected with
its marketing campaign.
Gregory Kukolj, Marketing Communications Director Canon Europe says: ”The
driving force behind ‘Making Photography New Again’ is the pursuit of
powerful images through natural exploration and experimentation of light,
detail, speed and motion without post production touch ups.”
He continues, “We gave Rick complete autonomy and placed huge faith in his
instincts to achieve the best results possible, based on the four themes.
We did this because we believe in photography in its purest form and giving
those with a passion for it the right tools to realize their photographic
potential. Our faith has paid off and the results are great. We look
forward to seeing how the images will be received by consumers.”
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