4K video means four times more definition than Full HD.

But you can’t show people the power of the 4K definition with images if they are watching your ad in a regular screen.

That’s why instead of showing amazing images, we decided to make people use their imagination to create the images in their own minds.

How?

All-type.

Low cost (U$ 3.500 for the whole campaign) social media films made of only four words each.

The films begin with one word. The sound design corroborates its meaning.

Each word added to the screen broadens the film’s meaning, by adding more “definition” to the scene that is being described, while the sound effects help to make the changes even bigger.

At the end, the message is a lot more extraordinary than in the beginning, showing that 4K video has four time more definition than Full HD while it brings a famous cinema reference to the viewer’s minds.

One of the best parts of this idea – besides being an all-type campaign to sell a state-of-the-art camera – is that we could produce several videos on a really low budget in short time (The total campaign cost was only U$3.500,00).

The campaign aired during the second half of April and the films were posted on Canon’s own social media channels, saving even more money (not paid media) and allowing us to react to events quickly, seizing the opportunities to launch directed videos on specific situations.

Each post had the capacity to impact directly almost one million people before the likes and shares started.

In the first days of launch, the engagement on Instagram grew up to 100%.

The numbers showed that it’s possible to generate good results in digital with an inexpressive budget.

Proving that sometimes… less is more.