Core Facts
Canon launches pan-European through-the-line campaign to support the EOS 600D DSLR
The multi-million “Your EOS Adventure Starts Here” ATL campaign will run across TV, online and print channels in eight European countries between August and September
The campaign was created by Dentsu London and planned by PHD network
Designed to inspire photographers of all levels, the ad was shot on location in Cape Town and follows one person’s ‘EOS Adventure’
A custom-built camera rig using 20 Canon EOS 5D Mark II cameras was used to shoot the ad
Canon’s new TV, online and print campaign inspires photographers of all levels to start their own ‘EOS adventure’
London, UK, 24th August 2011 - Canon Europe is launching a pan-European campaign to support the EOS 600D - a compact, lightweight DSLR - designed to inspire photographers of all levels to start their photography adventure. Entitled ‘Your EOS Adventure Starts Here’ the multi-million ATL campaign will include TV, online and print.
The campaign, created by Dentsu London and planned by PHD network, will be supported by in-store activity and a new microsite (www.canon-europe.com/EOSAdventure) to educate, encourage and inspire all types of photographer from beginners to experienced amateurs. The activity will also include a pan-European photography competition and media partnership which will be launched in September.
Shot on location in Cape Town, the creative follows one person’s ‘EOS Adventure’ – showcasing the variety of different conditions that the EOS System excels at capturing; from fire jugglers at night to rainbow coloured kites on the beach. All elements of the ‘adventure’ are captured perfectly thanks to the EOS System technology, with the shoot being made possible via the construction of a purpose-built camera rig comprising 20 Canon EOS 5D Mark II cameras, to capture time slice shots.
Consumers in eight countries (UK, Germany, France, Italy, Netherlands, Spain, Switzerland, Poland) will be able to see the campaign on TV, in print and online from late August through September.
Nigel Taylor, Marketing Communications Director at Canon Europe comments: “Educating and inspiring people about the power of image drives all parts of Canon’s business. The new campaign is designed to engage photographers of all skill levels, from the experienced and passionate enthusiast to absolute beginner. Showcasing the creative potential of the EOS 600D and the EOS System we want to encourage more people to pick up a DSLR and start their own EOS adventure.”
Robbie Black, Business Director at Dentsu London, comments: “The brief from Canon was to position the 600D camera as the gateway to the EOS System and inspire entry-level photographers to take the next step on their photographic journey. We wanted to bring the EOS System’s exceptional image quality and flexibility to life, so it was fantastic to be able to shoot a lot of the footage on EOS 5D Mark II cameras mounted on a specially designed “Zulu” rig.”
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Boilerplate Statements
About Canon Europe
Canon Europe is the regional sales and marketing operation for Canon Inc., represented in 120 countries and employing over 11,000 people across Europe, the Middle East and Africa (EMEA).
Founded in 1937 with the specific goal of making the best quality camera available to customers, Canon’s tireless passion for the Power of Image has since extended its technology into many other markets and has established it as a world leader in both consumer and business imaging solutions. Its solutions comprise products, ranging from digital compact and SLR cameras, through broadcast lenses and portable X-ray machines, to multi-function and production printers, all supported by a range of value added services.
Canon invests heavily in R&D to deliver the richest and most innovative products and services to satisfy customers’ creative needs. From amateur photographers to professional print companies, Canon enables each customer to realise their own passion for image.
Canon believes that considering the interests of society and the environment is an integral part of good business practice. This is embodied in its corporate philosophy Kyosei - ‘To live and work together for the common good’.
Further information about Canon Europe is available at:
www.canon-europe.com