CANON: ‘STORIES’
It’s not what you've got, it’s what you do with it
PROBLEM: Standalone cameras feel irrelevant to the Instagram generation.
SOLUTION: Point out you can tell better stories.
MEDIA: BRAND BOOK
Given that pretty much everyone now has a half-decent camera on their phone, the consumer camera market faces challenging times.
But while people might not automatically see the need for a separate whistles-and-bells camera, they instinctively get the desire to document and share their experiences.
Rather than fetishise the technology as they have done in the past, Canon’s latest consumer campaign seeks to position their products as tools enabling customers to tell compelling stories. This 2017 brand book was a first step towards bringing this positioning to life.
