Canon: Project Imagin8ion

Canon, a long-time leader in imaging, found itself with the right DSLR photography technology, but needed to redefine the role of the brand in the US market – particularly at the high end – in order to compete with its rival, Nikon, and a variety of other devices, such as smartphones, that now captured images.

Canon: Project Imagin8ion

Melinda Hecht, Lindsey Christensen and Jennifer FritzGrey New York

Campaign details

Brand owner: CanonAgency: Grey New York, Alliance, MediacomBrand: EOS DSLR (Digital Single Lens Reflex) camerasCountry: USMedia budget (USD): Over $20MChannels 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...

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