Canon: 365 Days of Summer

Canon, the photography brand, used social media to reconnect with consumers and increase sales in Europe.

Campaign details

Brand: CanonBrand owner: Canon EuropeLead agency: VCCP, PHDCountry: EuropeIndustries: Cameras, photographyMedia channels: Games & competitions, Online display, Social media, Websites & microsites, Word of mouth, advocacyBudget: 1 - 3 million

Executive summary

As part of its 2017 brand repositioning 'Live for the story', Canon recognised it needed to inspire and engage the iPhone photography generation who had previously found the brand inaccessible and irrelevant.

An activation was designed to encourage and reward the audience for exploring the concept of what 'living for the story' meant. It...

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