Cannes Lions

CAMERA

4 AM SAATCHI & SAATCHI, Guatemala / CANON / 2011

Presentation Image
Presentation Image
Presentation Image

Overview

Entries

Credits

Overview

Execution

We made a paper replica of the camera. The screen became a tear off invitation to experience the smile shutter feature while enjoying the premiere of the end of the year blockbuster film. The invitation specified the date, time, and channel where they had to tune in to enjoy not only the movie they were dying to see, but also experience the Powershot s95's ability to detect smiles. While the movie was playing, a message and a countdown were displayed on screen that would alert the viewers to prepare their smile detection flyers. When the countdown reached zero, the smile recognising frame would jiggle around the screen until it locked on a smile, then a screenshot was taken. Finally the viewers were given a link to download the photo. The viewers experienced this new feature without even owning a camera.

Outcome

More than 15,000 camera flyers were distributed at universities, bars, and shopping centres. This action turned out to be a massive sampling for Canon, one that increased their sales by 14%.

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