Canon: Project Imagin8ion

Melinda Hecht, Lindsey Christensen and Jennifer Fritz
Grey New York

Campaign details

Brand owner: Canon
Agency: Grey New York, Alliance, Mediacom
Brand: EOS DSLR (Digital Single Lens Reflex) cameras
Country: US
Media budget (USD): Over $20M
Channels used: Print - general, unspecified, Public relations, Social media, Television

Executive summary

Digital technology drastically changed how consumers capture and share imagery. Canon, a long-time leader in imaging, found itself with the right DSLR (digital single lens reflex) photography technology, but needed to redefine the role of the brand – particularly at the high end of the market – in order to compete with its nemesis, Nikon, and a variety of other devices, such as smartphones, that now captured images.