We created the new brand idea for Canon – Live For The Story.
The idea is an attitude. An attitude that says fuck it, do it for the story.
Put it this way, no one posts a picture to Instagram that doesn’t have a story behind it.
So the idea was to change Canon from an old imaging brand and into a modern tech/lifestyle brand young people want to engage with.
Rather than fighting against the camera phone, we embrace it and all forms of photography. We celebrate stories no matter what they are shot on.
The attitude is a platform for the future and works right the way through every aspect of Canon’s marketing from big TV ads, social competitions to direct mail and every nook and cranny in between.