Campaign details

Brand: Canon Europe
Brand Owner: Canon
Lead Agency: Reuters
Contributing Agency: Nelson Bostock PR
Country: Europe
Industries: Cameras, photography
Media Channels: Events & experiential, Online display, Outdoor, out-of-home, Public relations, Social media, Websites & microsites
Budget: Up to 500k

Executive Summary

Reuters' photographers and the Canon EOS 5D series have captured some of the most iconic images of our time. Canon wanted to celebrate the fact their cameras are used to tell the world's stories through photos. They partnered with Reuters journalists in "pursuit of the perfect shot" – an image that triggers debate, questions and changes people's perspectives. Canon didn't want "advertising," they wanted a "marketing solution" that leveraged Reuters content to truly inspire people to take images.