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JWT creates content-first approach for Canon

JWT London has created Canon Europe’s biggest ever integrated consumer brand campaign. As part of a three-year communications strategy, ‘Come and See’ will invite consumers to look deeper at the world and inspire people to capture the enriching and captivating stories that unfold all around, every day. The campaign is fully integrated and includes two TV spots directed by Jonathan Glazer.

Driven by the understanding that consumers are changing the way the take and share photography, JWT’s new positioning has been created to inspire and support users in their ever evolving photographic journey. As part of this, the agency will also be responsible for running a content hub website. This will provide consumers with behind-the-scenes insight into the fascinating stories featured in the campaign, as well as proprietary technology stories and product information. A series of ‘How-to’ product-centric videos have also been created by travel photographer, Christopher Pillitz and wildlife photographer, Jamie Hall, to provide consumers with top tips on the art of capturing beautiful photography using Canon product.

The first of the ‘Come and See’ stories; showcases a Calcio Storico match – a ‘historic football’ game. Amidst the art-filled galleries and recognisable tourist attractions in Florence, an ancient version of football unfolds, more gladiator than UEFA Champions League™, where competitors dressed in medieval clothes tackle, wrestle and chase each other wildly to get the ball and win the ultimate sporting trophy – a cow. The second story, which will break later this year, shows a herd of deer exploring residential streets close to Epping Forest, south-east England. Whilst locals sleep sound in bed at night, deer roam the peaceful housing estate, owning the night. Both films were shot using the Canon EOS C500 and EOS C300, spanning the course of many days due to the unexpected nature of each scenario.

Jonathan Glazer is known for his revolutionary work spanning feature films and music videos for Jamiroquai and Radiohead, and best known for his advertisement commercials for the likes of Nike™, VW™, Stella™ and Levis™, including the famous and ground breaking Guinness™ ‘Surfer’ spot, topping many lists as one of the best commercials of all time.
The creative goes live across EMEA in the form of a comprehensive integrated campaign from 15th September, with the first TV ad airing on that day and a far-reaching print and outdoor campaign. It will also be supported by digital and social media.
Visit the Come and See website for further information which can be found at: www.canon-europe.com/comeandsee.
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