Canon shifts to become a ‘storytelling’ brand in latest campaign targeting younger audiences

Canon has launched an integrated campaign ‘Live for the story’ which aims to transform the camera company into a 'storytelling' brand that appeals to younger audiences across Europe.

Described as “an entirely new brand proposition”, ‘Live for the story’ is an integrated campaign that aims to encourage people to cherish life's special moments by tracing the life of one character through snapshots in his memory.

Led by London-based agencies VCCP and PHD, the campaign encompasses a TV ad, which launches tonight, as well as print executions, OOH, cinema, retail and CRM.

On social, the brand has launched an influencer campaign with Zoe Kravitz, called 365 Days of Summer, which encourages people to share their stories of summer using the hashtag #LiveforTheStory.

The campaign will air across 19 European markets.

“Experiences are what matters and this is where our focus is,” said Lee Bonniface, senior director at CIG Marketing. “‘Live for the story’ has been developed to inspire people to do just that. Through every element of Canon's repositioning we are encouraging people to be ready to capture stories they are creating every day.”

The brand picked VCCP to spearhead its move from product-focused strategies to a customer-centric model in October last year amid a shift in strategy where the agency was tasked with an "integrated" brief.

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Robyn Darbyshire

Robyn Darbyshire is a content editor at The Drum, writing and editing across print and digital editions as well as helping to manage production processes. She looks after Creative Works, Trending and Shelf Life in the magazine.

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