Mediaedge:CIA set to 'wrap' poster around IMAX for Canon campaign

The camera and electronics giant Canon is set to wrap London's IMAX cinema in a photomosaic as part of an ongoing above-the-line campaign.

The "you can

work aims to capture the "seven ages of man

through 15 individual portraits on a 2,000 square metre poster, which will wrap around the entire IMAX building. It was created by the photographer Rankin and the digital artist Robert Silvers and is designed to encourage consumers to realise their creative potential through digital photography and imaging. It is the first time the IMAX cinema, near Waterloo in south London, has been used for advertising.

The campaign was planned and bought by Mediaedge:CIA. Similar spots will be unveiled on buildings in cities across Europe, including Paris, Madrid, Milan, Dusseldorf and Stockholm.

Rankin's portraits were combined into one group picture, which was converted by Silvers into a photomosaic of 3,500 self-portraits of Canon employees across Europe. The poster contains more than 40,000 images.

Canon's chief of business strategy, James Leipnik, said: "This work makes a creative statement around our European brand platform. We are delighted by the enthusiasm and creative input from Rankin and Silvers and also from the thousands of Canon employees involved in the process."

The montage follows a pan-European television advertisement, directed by Tony Kaye, from the Dentsu-owned Cayenne Communications, which is based in Amsterdam.

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