Canon: Project Imaginat10n

This case study describes how Canon, the camera manufacturer, involved consumers in a film festival competition to grow relevance in the US.

Canon: Project imaginat10n

Agency: Grey New YorkAdvertiser: CanonBrand: EOS DSLR CamerasCountry: USA

Objectives

In 2011, Canon launched Project Imagin8ion (PI8), the first photo contest to inspire a Hollywood film. With nearly 100,000 photos submitted to the project, 8 were ultimately chosen to shape the final film, when you find me, produced by Ron Howard. The project was an enormous success in extending Canon's photographic heritage and expertise into the video and filmmaking world of Hollywood.

Our mission in 2012 was simple. The evolution of the project needed to build on the...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands