Canon launches through-the-line EMEA campaign

Canon's 'Power to Your Next Step' campaign launches today and will air 213 times on UK TV screens throughout the day.

The ad runs across TV in the EMEA region until August. The McGarrybowen London-created ad will also be shown on video-on-demand services in the UK including 4oD, ITV Player and Sky on demand.

The TV ad, directed by Thomas Hilland and appearing in 30-second and 60-second versions, shows Canon users challenging themselves with image capture and production, including shooting using zoom while canoeing at a dramatic glacier and low light shooting of stars.

The ad has been developed by creative directors Remco Graham and Richard Holmes, with art director Charlotte Watmough, copywriter Holly Fallows and production company Partizan.  The media agency is PHD.

In addition to the TV ad, a comprehensive print campaign will run in lifestyle and consumer tech media until July. A cinema campaign will also run in July.

Two Canon ambassadors, Lorenzo Agius and David Noton, shot the artwork used in the print executions.

Nigel Taylor, the consumer imaging marketing communications director at Canon Europe, said: "Power to your next step is a campaign that brings to life Canon’s commitment to empower consumers to take their ‘next step’ in imaging.

"We want to inspire and support everyone in taking their ‘next step’, whether it be in photography, shooting video or printing special moments."

‘Power to Your Next Step’ will be present in-store across Europe, with POS merchandise carrying the artwork used in the print executions. PR and social media campaigns will also carry the "next step" message to consumers.

A 90-second version of the TV ad has also been created for use online, and a website has been created specifically for the campaign offering practical video tutorials.

James Gregory, the consumer imaging campaign manager for Canon Europe, said: "Video content sits at the core of the campaign. Consumers are demanding video content that can be used and shared through digital channels and the campaign includes video tutorials designed to inspire the audience."

Creating the campaign involved three shoots in 12 different locations. The crew used a total of 63 Canon cameras and 27 EF lenses to capture the shots to demonstrate the "breath and versatility" of the Canon product range.