When Canon wanted to reach a new and untapped audience segment, I created and spearheaded an activation concept to help them get there.
The Challenge
Profile Canon’s latest video products and ‘Freecording’ communications platform to readers of GQ and Esquire magazines in key European markets.
The Strategy
Speak to people in their own language.
This bespoke advertorial concept was developed as a key PR initiative to support the launch of hero HD video product, the Canon HF10.
Shot by renowned action photographer Tom van Heel, the creative linked to a larger corporate advertising campaign based around the idea of ‘Freecording,’ a fresh, ‘no rules’ approach to shooting video.
The Solution
In addition to a series of powerful editorial images and copy run under the title ‘Styleshooter,’ we partnered with 2 Parkour champions to increase the authenticity of the images. Together with our champs, we created supplementary video and photographic content, allowing key markets to leverage the media investment and amplify the campaign locally.
