Canon

For the launch of Canon's new mirrorless compact camera E0SM, We led a nationwide campaign encapsulated by the brand proposition "Nothing Missed," targeting a younger audience than Cannon’s usual consumer group, with a device as powerful as a digital SLR yet pocket-sized.

The campaign creative was a disruptive guerilla marketing inspired campaign involving a typographical approach that teased social media hashtags to the target market, appealing to their sense of 'discovery'. The launch focused on developing regional experiential events tailored to demonstrate the camera’s unique selling points, such as low-light photography at London's Ping Bar and vibrant color capture at the Leeds Moroccan Market.

The media strategy included niche placements in pop culture and online events magazines, and inspirational giveaways designed to engage Generation M and position Canon as a leader in the competitive camera market during the rise of the Smartphone.

‍