Canon EOS 400D; DVD & Book;

In one of our most innovative campaigns for Canon, we introduced the concept of ‘in-store’ branded content for the launch of the EOS 400D.

Most if not all camera retailers either also retail TVs (if they’re large), or have a screen in store (id they’re small).

We advised Canon not to make the usual stack of card and paper POS, but instead focus on a movie, supplied on DVD, that could be played on screens in store.

Which otherwise played the news or a James Bond video.

This would save them a huge amount in production costs. And improve the retailer relationship!

We produced a beautiful ‘demo movie’ that told the story of a Scottish photographer looking for the ultimate shot.

The idea and execution was a huge success, and we went on to make several similar films for Canon.

The deliverables package included:

– A 15 minute movie which can be split into segments on DVD

– Multiple 10’/ 15′ cut downs which we aired on line

– A range of small POS items that could be placed close to the cameras: lens hangers etc.

All were presented in a convenient and easy to store and ship folding case.

Clips of the movie are still viewed on YouTube today, where it has received many tens of thousands of views.

ClientCanon EuropeServicesStrategic Planning / Creative Execution / Production / Print