Canon – For the Love of Photography
Brand Name: For the Love of PhotographyAdvertiser: Canon Europe N.V.Agency: Cayenne CommunicationsPrize: SilverCategory: Durables
How to convince people to buy bulky, heavy single-lens reflex (SLR) cameras when slick credit card sized digital compact cameras make acceptable photos? Canon required a campaign that would entice competitive and non-SLR users to purchase Canon's EOS 300D. The campaign 'For the Love of Photography' did just that: Canon achieved a volume growth of 19% while the category declined by 6.7% – its SLR volume market...