Let 'em Know ∙ Canon Canada

Let ‘em Know ∙ Canon Canada

April 2018 | Virtue Worldwide
Role: Project Lead - Advertising Coordinator at Canon Canada
Channels: Social, Digital, Web, Out-Of-Home

In 2018, our business unit was tasked with increasing the market share for our EOS M mirrorless cameras in the ILDC (Interchangeable Lens Digital Camera) category. In order to do this, we wanted to capture the Millennial and Gen Z market and inspire them to upgrade from taking photos on their smartphone to an EOS M mirrorless camera. With this in mind, we knew we needed to be as authentic and genuine as possible in our digital-first approach. We developed a series of aspirational videos featuring Juno-award winning artist Jessie Reyez; photographers Jessica Kobeissi and Henry Hwu; and singer-songwriter Daniela Andrade, who each spoke about the ways they express themselves and how the EOS M mirrorless cameras help them to do that.

I led the development of Canon Canada’s “Let ‘em Know” campaign, working meticulously with our partner agencies - Virtue Worldwide and Mediacom - to build the strategy and execute the creative for the campaign.