Canon

Tell your story.

These days it's not that new to ask consumers to do your campaign for you, but that’s exactly what we did before UGC became a 'thing'. If a picture is worth a thousand words then a few pictures is surely worth a story. We launched a web site for Canon that gave people the ability to upload photos into a storyboard template. These stories were then shared and voted on, and people won some nice swag.

A photographer and runner covered their marathon mile by mile.

To kick things off and get people to start storytelling we created a bit of inspiration.

Canon stories were posted in photography and lifestyle magazines. Popular ones were turned into short videos.

canon tell your story.ca

A home base for avid storytellers to view and create photo stories. (FYI - Facebook and Instagram were not a big thing at this time.)

Story uploads

Customers used grid templates to sequence their images, give the story a title, and upload to Canon's story board.

Swag

What does the enthusiast photographer want? More photography stuff. Best voted stories gave customers the chance to win cameras and printers.

PHASE II

PROFESSIONAL PHOTOGRAPHERS GET IN ON THE FUN

Yuri Dojc - photographer - told his story about his journey to Rwanda as part of the Canon Tell Your Story Campaign. The images were then used to create a short social video. See below.

Shin Sugino photographer told his story about the birth of his son.

A series of art house styled stories were created for special gallery exhibitions.

The demise of the dinosaurs as told from a kid's POV.

Campaign overview

Hundreds of pictures were taken and many stories were told in a campaign that covered print, video and digital. Establishing Canon not as just a camera manufacturer with technical excellence but one with emotional appeal that celebrates all storytellers.