Canon Vs Smartphone

Canon, a camera brand, launched a three phase campaign in the Nordics that smashed preconceptions and let people rent a Canon to prove its superiority over a smartphone camera.

Campaign details

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

Objectives

Never has the world been so enamoured with pictures.

BusinessInsider estimated that 1.2 trillion photos were taken worldwide in 20. 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.

WARC subscribers can sign in to keep reading

Not a subscriber?

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

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

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