How to turn millennial smartphone Instagramers into Canon Instagramers?

The explosive massification of Smartphones, with ever-better photography capabilities, has become the primary commercial challenge for "conventional" Digital cameras. We have discovered that is not just a convenience issue, is also a cultural one.

Today's young adults love photography, and they feel the fascination for images and videos that excel ingenuity and beauty. Canon superb sensors and optics are, actually, perfect for them.


With this campaign, we presented a more contemporary Canon, one that's part of our lifestyle statement, from fashion to passions. Trough all sort of media, but caveating around Social sharing. Passing the Canon message that there is a Canon for each of us.