For the Canon Corporate Campaign, Canon India aimed to highlight how its innovations are making lives better in all aspects and raise awareness about the fact that, beyond imaging solutions, it also offers surveillance, workflow management, and cloud services. It all began with looking at the brand architecture and then translating the brand purpose.
The challenge was that while the audience identify with Canon for its innovation and how the brand aligns with their passion, they are yet to be aligned to the overall brand purpose Canon encompasses -Why Canon does what it does.
To address this we started asking the right questions:
We believe it all started with a bunch of ‘CAN’.
It all started with a couple of ‘CAN WE?’
And were answered with a bunch of ‘WE CAN’.
Second Approach
CGI Activation i strategic locations - At the Gateway of India, bringing in the Canon Camera falling from the sky and doing a 360 click Bandra Reclamation where the hoarding comes alive, as a printer bursting out photo printouts. On a busy city street, people start staring at the sky, as a surveillance camera dangles down scanning the entire street.
Brainstorming notes
