Cannes Lions

THE FIRST

DENTSU CREATIVE X, Tokyo / CANON / 2013

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Overview

Description

We chose to show real scenarios in order to create a movie that would engage all the parents in Japan. We have asked approximately 20 families to actually use the product "EOS Kiss X6i" for a period of 4 months to film their children's "very first moment of doing something". From 5000 moving images shot by them, we carefully selected the best ones.

To be the No.1 brand on digital single-lens reflex camera market, we promoted the campaign with a universal message of "any first moment of the children is a memorial day for their parents".

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