POSSIBLE Launches New Canon Campaign to Make Christmas #Selfieless

Digital creative agency POSSIBLE and Canon are combining their passion for visual stories with the world’s love of the humble selfie to launch #selfieless, a social media campaign aimed at doing good over Christmas. 

Research suggests that on an average day across the globe, people shoot a whopping 93 million selfies. Whilst our obsession for selfies is no bad thing, it clashes with the sentiment of Christmas – a time of giving and time for others. 

This year, Canon aims to inspire a generation obsessed with self-expression to turn their cameras away from themselves and turn their attention onto others to help spread the festive goodwill far and wide.

The ask is simple; carry out a selfless act (big or small), capture it on camera, share on social media with the #selfieless tag and challenge 3 friends to do the same. 

To kick start the campaign, Canon has donated 1 million Euros to the Red Cross - a charity which has a long-standing heritage of giving back through selfless acts. At the same time, Canon has encouraged staff to get involved by helping people around them – whether it’s volunteering, donating or simply reaching out to someone who needs a little help. 

Lee Bonniface, Marketing Director, EMEA region at Canon Europe, says “The festive season is a time for giving back. A small act of kindness can make a huge impact, especially at Christmas. It seemed fitting to invite people to use their cameras to share a feeling of goodwill this year. It is the most photographed time of the year after all.”

Neil Miller, CEO at POSSIBLE, adds “This is a social first campaign with a lovely sentiment at its heart. Canon isn’t asking people to donate money or promote their brand, they’re encouraging people to be kind and do something nice for someone else. It doesn’t have to cost a penny and can make a big difference. We’re delighted to have been involved and look forward to seeing the movement take off.”

POSSIBLE is behind the strategy, concept and digital development across all 28 markets within the EMEA region (including UK, Germany, France, Italy the Netherlands and Spain). 

The agency has been working with Canon on its Digital business since late 2010.