Cannes Lions

CANON

DENTSU CANADA, Toronto / CANON / 2009

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Overview

Entries

Credits

OVERVIEW

Execution

The main hub of the campaign centered around the canontellyourstory.ca website, which invited consumers to submit their stories as a 12-picture narrative. Stories were then voted on by viewers and the top two submissions each month won a Canon digital camera or printer, and the chance to have their story told in the associated print and TV campaign.Print ads used the same 12-photo narrative and told the stories of “Jack’s First Snowball”, a toddler’s first encounter with making and treasuring a snowball, and “Bump” which followed a 9-month pregnancy from start to finish. Thirty-second TV executions told similar narratives of life’s journey and tribulations.

Perhaps the most valuable component of the “Tell Your Story” campaign was/is the unlimited possibilities it offered. Everything from commissioned photographers and gallery showings of inner city youths stories and a Canon Camera program that sent cameras to Rwanda so that they too could tell their story to the world.

Outcome

The canontellyourstory.ca site had tremendous consumer success. It generated over 33,000 visits and more than 46,000 page views all with very minimal support. The “Tell Your Story” brand theme was also adopted by the employees at Canon Canada and served as the rallying cry for the company. It had an immediate impact on the brand and succeeded in its ambitions to humanize the brand both internally for the client and externally for the consumer. The campaign won numerous awards and achievements for our agency and for Canon Canada such as; The Digital Marketing Awards Best Of Show, Applied Arts Best Integrated Campaign and helped catapult the agency to a top twelve Canadian agency ranking in Strategy Magazine’s Agency of The Year.

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