Staging the ultimate press release
When we say Canon, you say… Photography, didn’t you? Well, the Canon EOS & Cinema line up is about the change that. We got to help Canon create the perfect experience to position them as an industry leader in video technology. Canon is all about creativity, and so are we. A simple PR moment wouldn’t do. That’s why we designed a two day event to immerse partners and content creators in Canon’s world of videography. With hands-on creation opportunities, live challenges and expert sessions. Creators and partners were not just attending the event, they were co-creating it.
This work was about courage, and that came down to letting go of control. We didn’t craft a single story to convince 55 creators of Canon’s new direction. Instead, we placed our full trust in them to tell the story their way. And in doing so, we didn’t just reach 55 people, we reached millions. That’s the kind of insight and work that makes me love this industry.
Ready to #unfreeze
the scenes?
Three routes, ten scenes, 14+ million views
Unfreezing the unexpected
On three touring boats, creators and partners crossed the Amsterdam canals to unfreeze the most unexpected moments. And turn them into award-winning content. They witnessed the craziest scenes, from a rave under a bridge to a pop-up fashion show. By capturing all scenes, creators unlocked a storyline. Then, it was up to them to turn scenes into storytelling. The result? Thirty high-end videos presented at an exclusive award show and taking over social media.