Canon
As part of an integrated pan-European campaign to mark the launch of the EOS 350D Digital SLR, we were tasked with migrating old-school film users to digital as well as upgrading IXUS users. Principally, we had to allay the fears of both groups and excite them about the camera’s great potential.
We hit upon the insight of ‘play’ – that child-like wonderment at the everyday world about you – encouraging them to see things in a new, photographic light.
We hit upon the insight of ‘play’ – that child-like wonderment at the everyday world about you – encouraging them to see things in a new, photographic light.
The print ads reference things were told not to do as a child, then relates copy to aspects of the camera that allow you to ‘play’ (for example, with aperture and ISO speed).
Below is a campaign I did for the launch of a digital SLR where the press featured shots taken with the camera. We invited prominent photographers to define what 'For the love of photography' meant to them. I then interviewed them and related complex aspects of the shot to features on the camera in the copy.
