| Cannes Lions 2010 | ||
|---|---|---|
| Media | - | Gold |
| Titanium and Integrated | - | Bronze |
| One Show 2011 | ||
| One Show | Branded Content / Single | Merit |
Type of entry: Use of Media
Category: Best Use of Branded Content
Advertiser: CANON
Product/Service: DSLR CAMERAS
Agency: GREY NEW YORK, USA
Chief Creative Officer: Tor Myhren (Grey NY)
Executive Creative Director: Ari Halper (Grey NY)
Executive Creative Director: Stephen Krauss (Grey NY)
Associate Creative Director: Stu Mair (Grey NY)
Associate Creative Director: Eric King (Grey NY)
Art Director: Elinor Buchler (Grey NY)
Account: Rick Cusato (Grey NY)
Account: Chris Hinkaty (Grey NY)
Account: Melinda Hecht (Grey NY)
Account: David Prince (Grey NY)
Account: Melanie Rose (Grey NY)
Account: James McNamara (Grey NY)
Planner: Luiz Salles (Grey NY)
Director: Vincent Laforet (Laforet Visuals)
Executive Producer: Nick Childs (Grey NY)
Producer: Madhuri Sharma (Grey NY)
Photographer: Chris Frazer Smith (Chris Frazer Smith Photography)
Results and Effectiveness:
The first month alone spawned a tidal wave of entries, and Canon EOS 7D weekly sales exploded, increasing by 88% since the contest launched, making it the #1 selling DSLR in the world. Huge spikes in sales also spilled over to the Rebel T2i and 5D Mark II. In the wake of the contest, Canon DSLRs began to revolutionise the industry. Touted in Boards Magazine as a growing choice among commercial directors; used to film episodes of Emmy-winning FOX shows, '24' and 'House'; and are now even taking the place of full length feature cameras for Indie and Hollywood films.
Creative Execution:
To showcase the capabilities of Canon’s new HD DSLR cameras, Canon and Vimeo hosted the largest collaborative user generated film effort in history. It was part contest, part social experiment as aspiring filmmakers were invited to pick up where the previous winning short film had ended—on an evocative photograph. Contestants then creatively reinterpreted that still photograph, telling the story that lied beyond it, in a short film of their own. Month after month, finalists were narrowed down by a star-studded jury, and the winning chapter was chosen by the world. A world that quickly took notice of this unique contest through online media banners, viral seeding, movie posters, features on websites like Ad Critic, and chatter all across the blogosphere. Film schools even joined in, using the contest as part of their curriculum. By only the second month, participation had grown into the millions.
Insights, Strategy and the Idea:
The Canon Story Beyond The Still HD Video Contest was created to galvanise people to look at Canon DSLR cameras differently. To demonstrate how all Canon DSLRs are now Full HD video capable, giving everyone the ability to shoot moving photography with every frame as beautiful as a still photograph. Furthermore, the contest launched the new Canon EOS 7D, offering our savvier target of aspiring filmmakers a more affordable high-end DSLR, with the ability to shoot big screen quality films without the Hollywood price tag. This, coupled with a forum to showcase their filmmaking abilities, instantly won the hearts of this inspired target, providing them the perfect excuse to unleash their creative potential in a meaningful and rewarding way.