Proving Quality Is Uncompromising

In an extremely saturated market, Canon challenged us to have consumers switch their thinking from “which camera” to “which Canon camera to buy?”

Showcasing The Canon Difference

Using the new above-the-line campaign of “Kodawari” we passed on outsourcing still photography.  Instead, we captured footage to look as if it had been shot 
by a casual Canon buyer. 

The end result was a series of social ads, videos and print advertorials that showcased Canon’s uncompromising commitment to making great photography accessible to all.