Client: Canon

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Task: to compel consumers to own a Canon DSLR camera.

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Response: The Canon Archetypes

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The Canon Archetypes concept stemmed from the observation that everyone uses their camera differently. Some folks might use their Canon at a wedding; others to take nature shots. Our integrated campaign enticed consumers to identify with an archetype via a point-of-sale quiz machine. Consumers could also submit their own photography to social media under one of the archetypes to win prizes relevant to that archetype (such as a backpack for "The Action Man").

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The Team

Cooper Blakemore: Copy

Raphael Mayer: Art Direction (Film)

Kurt Stanley: Art Direction (Prints)