JWT London's Latest Work for Canon Lets You Snap City Surfers
Canon today unveils a new brand campaign that looks to open the eyes of smartphone users to the virtues of real image quality at moments where it truly matters.
Created by J. Walter Thompson London and entitled City Surfing, the campaign is the latest story in Canon’s ‘Come and See’ campaign series, which invites consumers to explore and interact with the unique technology and products that make Canon, Canon.
Shot on the Eisbach River in 180° video the campaign follows the stories of three urban river surfers as they embark on a night-time surfing session in the heart of Munich.
Viewers can use their smartphone to browse scenes in 180° whilst simulating the experience of shooting a fast moving subject for themselves in a different scene before saving their shots directly to their device and sharing online, without losing any of that distinct Canon quality.
Users can also get up close to the action and watch the surfing spectacle at three different zoom levels, alongside learning about different camera techniques and technologies throughout the film via interactive hotspots.
Lee Bonniface, Marketing Director, EMEA region at Canon Europe, said: “We’ve been able to portray some fascinating and inspiring stories as part of our Come and See brand campaign and we’re proud to bring our latest story to life in an even more engaging way. For the first time, consumers will be able to see and feel the true benefits of using a Canon camera through their smartphones, while exploring the incredibly exciting world of City Surfing. We want to put consumers in the driver’s seat, enable them to view the scene and story as it is told and learn about Canon’s superior imaging quality in the process.”
Barry Christie, Creative Director at J. Walter Thompson London, said: “Canon ‘City Surfers’ is an immersive experience that you can really step into and explore. We're not simply storytelling here, but completely involving consumers in a dramatic photographic experience.
Canon launched its three-year ‘Come and See’ communications strategy at Photokina in September 2014, to inspire photography enthusiasts to seek out the unexpected and capture fascinating stories, whilst inviting smartphone users into the world of Canon. City Surfing is the fifth story in the series.
TV Producer: Toby Clifton
Project Manager: Romana Kit, Susan Baumerder, Rodrigo Alberini
Project Director: Simon Monaghan
Planner: Kris Flemington, Amy Lewis
Executive Creative Director: Russell Ramsey
Creative Director: Barry Christie
Creative Agency: J. Walter Thompson London
Creative: Morten Legarth, Ben Hopkins
Assistant Producer: Rosanna Lawson
Global Director in Charge: Deborah Kerr
Account Director: (Board) Rafael Freitas, Rachael Anthony, James Wilkinson
Planner: Keita Shinokubo, Nolwen Rivet, Eider Ayestaran, Andrew Bailey
Media Agency: PHD
Music and Sound
Sound Design: MediaMonks
Print / OOH
Photographer: Samo Vidic
Production Company: MediaMonks
DOP: Serge Teulon
Director: Tom Rijpert
Category: Cameras , It, phones, Av and computers