The aim of this campaign was to drive awareness of the new Canon models now available but also to create an emotional connection to the brand. Canon see photography with their models as an on-going experience and encourage users to upgrade at every opportunity. Canon communicate to a wide target audience, that with Canon, you are not only taking pictures but creating stories that can be passed on and shared.

The ad itself shows clips of people creating stories with their Canon model – this continues on when you visit the site. Here Canon show seven different stories with seven different cameras from seven different people. Canon have a camera for every lifestyle and for every experience. By showing the simplicity of how using photos enhances your holiday, gig and family occasion, Canon create an experience that the target audience can relate to.

Within the seven different videos – users can interact with the cameras, find out about their features, see shots taken with them and find the best Canon that suits them and their experiences.