Jonathan Glazer Brings Gladiatorial Brawls & Balls Together for Canon

Canon Europe today announces its biggest ever through-the-line consumer brand campaign. As part of a three-year communications strategy, the ‘Come and See’ campaign will invite consumers to look deeper at the world and inspire people to capture the enriching and captivating stories that unfold all around, every day. 

Driven by the understanding that consumers are changing the way in which they are taking and sharing photography, Canon seeks to inspire and support users in their ever evolving photographic journey. To enable the discovery of fascinating stories and experiences, Canon is committed to supplying new imaging technologies and quality devices to help provide, preserve and share lasting memories and meaningful moments. 

The ‘Come and See’ campaign will be launched at photokina, the world’s largest photography and imaging show, and will be the first that supports Canon’s new communications strategy. Running across EMEA from September 2014, the creative goes live in the form of a comprehensive integrated campaign from 15th September, with the first TV ad airing on that day and a far-reaching print and outdoor campaign.

The campaign will launch with two unexpected and unseen ‘Come and See’ stories; the first showcases a Calcio Storico match – a ‘historic football’ game. Amidst the art-filled galleries and recognisable tourist attractions in Florence, an ancient version of football unfolds, more gladiator than UEFA Champions League, where competitors dressed in medieval clothes tackle, wrestle and chase each other wildly to get the ball and win the ultimate sporting trophy – a cow. The second story shows a herd of deer exploring residential streets close to Epping Forest, south-east England. Whilst locals sleep sound in bed at night, deer roam the peaceful housing estate, owning the night. Both advertisement stories were shot using the Canon EOS C500 and EOS C300, spanning the course of many days due to the unexpected nature of each scenario. 

The TV advertising has been produced and directed by critically acclaimed English filmmaker, Jonathan Glazer. Known for his revolutionary work spanning feature films and music videos for Jamiroquai and Radiohead, and best known for his advertisement commercials for the likes of NikeTM, VWTM, StellaTM and LevisTM, including the famous and ground breaking GuinnessTM ‘Surfer’ spot, topping many lists as one of the best commercials of all time. 

The intriguing and inspiring campaign will be bought to life through all marketing channels across EMEA. The print campaign will run in lifestyle and consumer tech media, and outdoor placements. The campaign will also live online through display banner activation and via social media. ATL content and assets will be amplified to further engage consumers in the ‘Come and See’ creative, coupled with the invitation to share individual stories and moments across social media channels. In addition, a suite of product launch POS has been developed for in-store retail purposes as well as shopper communications which have been designed to engage customers and enhance their in-store journey. 

To further bring the campaign and three-year strategy to life, Canon has created a ‘Come and See’ website to provide consumers with behind-the-scenes insight into the fascinating stories featured in the campaign, as well as proprietary technology stories and product information. A series of ‘How-to’ product-centric videos have also been created by travel photographer, Christopher Pillitz and wildlife photographer, Jamie Hall, to provide consumers with top tips on the art of capturing beautiful photography using Canon product. 

“Storytelling through photography is reaching new heights of popularity, and with almost one trillion images forecast to be taken this year alone , it’s never been a more exciting time to be an imaging company.” said Nigel Taylor, Consumer Imaging Marketing Communications Director, Canon Europe. “For 80 years now we have been encouraging consumers to tell their own unique story, by taking, sharing, printing and enjoying photography. In this new world of imaging, we are committed to not only providing consumers with the tools to capture, store and share moments to cherish forever, but to provide the inspiration to uncover moments and experiences along the way.” 

The Canon team worked with JWT, Canon Europe’s retained advertising agency, to develop the creative, Fever for PR, while PHD developed the pan-EMEA media strategy.