‘Live For The Story’ is about doing new things. So, we wanted to discover a new talent with a fresh and engaging track. We could have bought into an existing artist and borrow their celebrity with our youthful target market. Instead, we turned to little-known artist Mikey Mike and a track that, though brilliant in its composition and storytelling, was almost unknown.

By adapting his track for our commercial it gave the spot authenticity, and by introducing a new artist to our audience increased our credibility with them.

The idea behind the ‘Boundaries’ film was to encourage people to explore their world and live new experiences.

We set out to show how small our word is at birth. And how with every step, every journey, our world gets bigger and bigger. More journey, more stories we have to tell and the boundaries of your world expand.

‘Live for the Story’ was born to reflect youthful rebellion and the fact that whatever you are doing now, is your story. But we didn’t want to be another brand that told them what to with their lives or how to be.

The camera industry has a problem. More photographs are being taken but more of them are being taken on other devices, such as camera phones. Rather than fight that change Canon chose to embrace it. Encouraging young people to document their lives. The more they enjoy photography the more likely they are to take photos on a better device.

We knew music would be a big part of connecting with this audience and finding the right track and tone was essential. Originally we looked for a non-lyrical track that embodied the spirit, but we jumped on Mikey Mike’s Doin’ me as soon as we heard it.

The raw, confessional track’s lyrics told the narrative of what living for the story is all about. It was commended by our new audience across social channels, and the No.1 most Shazam-ed ad in the UK in 2017.