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The Class of 2021 heads to Munich for Canon’s Future Promotion Forum

By Jenni Baker | journalist

October 5, 2021 | 3 min read

The Drum’s Class of 2021 virtual exhibition, in partnership with Canon, will be spotlighted at Canon’s Future Promotion Forum 2021 which takes place today (Oct 5) with a behind the scenes preview video being unveiled before it launches on The Drum in the coming weeks.

The Drum’s Class of 2021 heads to Munich for big reveal at Canon’s Future Promotion Forum

The Class of 2021 heads to Munich for Canon’s Future Promotion Forum

Earlier this year, The Drum and Canon set out to create a project with a purpose – to give student graduates who missed out on their final year degree shows due to the Covid-19 pandemic a second chance to get the recognition they deserve by connecting them with the global creative community through a dedicated digital platform to showcase their work.

As part of the program of events today at Canon Future Promotion Forum, The Drum’s co-founder and editor-in-chief Gordon Young will be speaking in conversation with Cathy Bittner, strategic business development manager at Canon Europe, to present the inspirational case of the Class of 2021, unveiling two videos on the ‘making of’ and the technology and implementation required for the programmatic print element of the campaign.

The documentary-style videos encapsulate the ‘Class of 2021’ as a dynamic case study, including the purpose and journey – from where it all began to how the project was developed to create a real-life experience of innovative digital print being integrated into an omnichannel user experience (UX). Looking behind the curtain, it also delves into the technology that helped drive the UX, the personalized print journey and the different mechanics that helped bring it all to life.

Through interactive dialogue and real-life examples, Canon Future Promotion Forum will demonstrate the opportunities for orchestrating channels and how digital communication can be seamlessly integrated with personalized print. The event features lively discussions around the topic of channel measurement and successful implementation of data to create intelligent user journeys including programmatic print – with the Class of 2021 spotlighted as an inspirational case study.

Extending the lifespan of the Class of 2021 project even further, Canon has selected two students whose work will be printed and mounted on an exhibition wall at Canon’s Customer Experience Center (CEC) until the end of the year. The students will also get the chance to spend two days with a Canon Ambassador photographer, giving them ever bigger opportunities beyond the exhibition.

The Class of 2021 exhibition is still live – to view the work, visit here.

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