The campaign aims to create awareness of the brand's latest EOS M range also known as the interchangeable lens camera (ILCs), which will be a key driver in Canon’s quest for greater market share across Asia.
Tanner Nagib, group account director Hakuhodo Communications Asia, said: “We leveraged on the consumer insight that today’s photography buffs demand a digital SLR product that is superior in image quality and yet lightweight and easily portable to arrive at a campaign proposition of ‘Agility Meets Ability’.”
The campaign incorporating TV, print, point-of-sale and digital was shot on location in Barcelona, Spain.
Patrick Lim, senior art director at Hakuhodo Communications Asia, said: “We utilised a pioneering technique of a split screen, one half of the screen seeks to spell out the product attributes to communicate ‘Ability’ while the second half of the screen delivers a sweeping high action shot to communicate ‘Agility’. This split screen technique is carried across all channel execution including digital and print.”
Hakuhodo Communications Asia has also launched Canon EOS Asia Facebook page in partnership with Mindshare. Dentsu Singapore handled all of the creative duties as well as the media buys in Singapore.
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