DENTSU LATIN AMERICA PROPAGANDA, Sao Paulo / CANON / 2017
Canon is a brand guided by the Kyosei philosophy, that means the dedication to see all the people the same way, harmoniously living, regardless of culture, customs, language or race. And that’s not just a brand belief, but how things work at Canon as a company and how every new product is developed.
So our work fits completely this ideal of Kyosei, since we’ve developed a very important human-centered project to make people get in touch and have a deep look to each other through the Canon lenses.
As output, people thought about how everyone has the right to be free to be different, free from judgement. Because a camera won’t judge you, so why should you judge someone?
The solution was to make a social experiment using Canon as a tool for people knowing better each other.
The idea was to make people experience this insight, letting them be the protagonists as a proof that the Brazilian discrimination scenario is mostly caused by a lack of human diversity contact.
People should be able to live more with different kinds of people. Learning from the differences more and more times.
So Canon has invited 20 people radically diferent to photograph each other and to spend sometime together, using this tool (camera) as a reason to develop a closer look and understanding on these differences.
As a result of this experiment, we’ve organized an exhibition of these photos in 2 Brazilian cities and also on internet, so everyone could have access to the brand message.
#1. EXCELLENT ROI.
“Exhibition Same, by Canon” viralized through the main Brazilian media vehicles (total of 55 broadcasters within TV, Press and Digital), earning about 1 million reais in spontaneous media, from a 100 thousand reais investment budget. That represents a return of 1000% over the initial investment.
#2. IMPACTING A WIDER TARGET.
The message has impacted more than 37 million people, that could get in touch with an emotional approach of the Canon camera. Guaranting a wider target for the brand, that has developed a different kind of message (than just talking about product features).
The creative was invited to a TEDx edition, to talk about this project, bringing to the discussion how important is the interaction “people x different people” to learn how to be someone better out of these differences.
“A Camera doesn’t judge. We shouldn’t, either.”
WM UNITED, Buenos aires