Campaign Details
Brand: CanonAgency: Uncle GreyCountry: Denmark
Why is This Work Relevant for Creative Strategy?
The Truthmark initiative demonstrates how a strong cultural insight can enable a brand to reconnect with a difficult to reach and highly discerning audience. Increasing relevancy by helping to solve a real cultural tension.
Truthmark built on the photographer's core purpose being threatened: They are in danger of losing credibility because their images are being misused to fuel fake news and propagate untruths.
By launching Truthmark, Canon allowed photographers to protect their images by attaching the true story to each...