Camera firm Canon has unveiled a new integrated campaign aimed at establishing the brand as the “go-to” the next generation of hybrid image makers.
The marketing drive was crafted by VCCP’s global content creation studio Girl&Bear.
Titled ‘Created Different’, it showcases the quality and heritage of the firm’s products, highlighting what creators can do with Canon by their side.
Ingrid Masachs, EMEA marketing director at Canon EMEA said: “This campaign puts Canon right where it belongs, at the heart of creator culture. We’re showing that Canon isn’t just keeping up, it’s setting the pace.”
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As part of the campaign, the brand has released a hero spot, directed by Ed Rosie, featuring three creators: Henry Cabelus, former Olympic swimmer Kristina Makushenko and make-up artist Mimi Choi.
The film is supported by behind-the-scenes content and a photography campaign.
It will be shown in the UK, France and Germany and run across YouTube, TikTok, Meta and Google ads.
Jim Capp, creative director at VCCP, said: “The creators who stand out are the ones who push limits, with both their ideas and their craft. As their views soar, they demand more from their stills and video. This launch piece for the new platform spotlights three creators doing exactly that.”
