Advertiser: CANON
Agency: 360i
Category: Internet Film Series
Chief Creative Officer: Adam Kerj
Creative Director: David Lan
Chief Creative Officer: Brian McDermott
Junior Art Director: Maria Bartolome
Copywriter: Sarah Chase
Art Director: Alexis Rabilloud
Group Creative Director: Bruno Corbo
Copywriter: Grace Harris
Designer: Margaret Fu
Execution Creative Director: Paul Bernasconi
Copywriter: Preethi Mahadeviah
Relevancy
At trade shows, festival screenings, award circuits and throughout digital media, our films made it clear to Hollywood that we had developed the tools and the means to Leave No Story Untold. Creating a buzz that not only showcased the cameras but put the proof of what they can achieve cinematically in front of the right audience. A campaign designed to self-generate and create, a loop of content that inspired others to share and ultimately shoot their own movies.
Client Brief Or Objective
Our challenge: Launch Canon’s new line of cinema cameras to the film industry and win the acceptance of a very discerning audience, Hollywood. We were tasked with introducing Cinema EOS to a film community already dominated by Sony, Arri and Red. This new line of 2k and 4k cinema cameras were not only more compact and flexible but were set at a very competitive price point. It was our job to show the world the new possibilities created by Cinema EOS.
Implementation
To show how Cinema EOS removed barriers while elevating the standard for image quality, we put the products into the hands of moviemakers. Collaborating with top directors and cinematographers, we helped them shoot stories they always wanted to tell. Then we brought the first ever Cinema EOS films to the film community.More than just product demos, they were moving pieces of cinema and BTS footage that creatively promoted the products.
Outcome
With our fully integrated effort, we garnered 1,500+ qualified sales leads, 1.2 mm loads to our Vimeo channel, 530,000+ visits to the Cinema EOS site and 6.7mm social impressions.Our seeding efforts resulted in Cinema EOS use on 32 productions, including Marvel's 'Iron Man III', Ron Howard's 'Rush', Spike Jonze's 'Her', Sebastian Junger's 'The Corridor', and James Cameron's 'Years of Living Dangerously'. Films shot on Canon, large and small, have taken the festival circuit by storm-- Sundance, Toronto, LA Film Festival, Independent Film Week, IDA and many others.