Campaign details

Advertiser: Canon
Brand: Canon
Agency: Uncle Grey Copenhagen
Country: Denmark, Finland, Norway, Sweden


Never has the world been so enamoured with pictures.

BusinessInsider estimated that 1.2 trillion photos were taken worldwide in 2017, almost double the number taken in 20131. But never have camera brands such as Canon been in such dire straits. Only 10% of these photos were taken by cameras, with the Smartphone becoming the default device for ordinary, everyday picture-taking. The resulting decline in camera sales is the mirror image of the ascent of the Smartphone.

This is the story of how a multi-year strategic platform reversed this seemingly unstoppable trend, and rebuilt Canon camera relevance and sales.

Commercial objectives