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Canon Regional

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Advertising
Concepts
Art Direction

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Platinum
Muse Awards

“A little nonsense now and then is relished by the wisest men.“ Discover the world differently.

↑ WATCH 30s TVC

With the prevalence of smartphones and their camera capabilities, the appeal of owning a DSLR has dwindled. Even for existing DSLR owners, many have stopped exploring beyond the starter kit lens that came with their camera. This phenomenon has significantly impacted interest levels leading to poor lens sales. This campaign aims to find an alternative solution to rekindling the interest in DSLR photography and the appeal of interchangeable lenses.

A young man with brown hair, wearing a tan jacket, riding a carousel horse, reaching forward with a confident expression, inside a colorful carousel with striped decoration.
Person looking through a magnifying glass, focusing on their right eye, wearing a glove.
A person taking a photograph in a colorful studio with red robotic arms, orange and blue walls, a large orange circular design background, and camera lenses on the table.

We created the main protagonist, a character we called the "Architect" who is inspired by Willy Wonka & the Chocolate Factory. He is a whimsical and eccentric creator of lenses in his lab, taking viewers on a tour in a journey to explore different worlds under the optics of various lenses. Moving away from the technical and mechanical nature of lenses, the concept hopes to spark imagination and capture the infinite possibilities of creativity each lens genre brings – from macro to wide to telephoto lenses.

A surreal scene with a man holding a black hat, balancing on a large pink mushroom stem, surrounded by floating smaller mushrooms against a pastel-colored sky.
A colorful, cartoon-style scene featuring a camera lens in the foreground with a small structure surrounding it. On top of the structure, there are pink, yellow, and orange mushroom-like objects, along with pink and purple fluffy plants. The background shows an interior space with pink and peach striped walls and blue arched windows.
A Canon 16-35mm ultrasonic camera lens displayed on a colorful, modern stage with geometric background and headphone at the bottom.

As the concept is inspired by Willy Wonka and Wes Anderson films, the art direction combines strong and distinctive visual styling with a touch of eccentricity in a Broadway setting to create a more theatrical presentation. Juxtaposing contrasting colors with monochromatic vintage devices, the art direction adds a layer of quirkiness and fun that helps dissipate the air of formality and seriousness associated with the sleek and sophisticated lenses.   

An advertisement for the Canon EOS system featuring a camera surrounded by various camera lenses, with text promoting over 90 lenses and encouraging exploring more with a new lens.
A professional camera lens floating above a blue podium with abstract blue, green, white, and transparent spheres and tubes in the background, against a gradient blue background.
Promotional poster for Canon's EOS system camera lenses, featuring a close-up of a camera lens surrounded by colorful abstract shapes and plants, with text highlighting the smallest details magnified and over 90 lenses available.
A digital advertisement for Canon EOS system lenses featuring a display screen showcasing a camera lens. The background includes artistic sculptures and spheres, with the text 'Exceptional Portraits' and information about over 90 lenses for the EOS system.
Three digital advertisements for Canon cameras on display at a subway station, featuring camera lenses and colorful backgrounds with words: 'See Beyond the Distance,' 'Exceptional Portraits,' and 'Perspective Widened.'

Extending the communication of the wondrous and whimsical worlds in the TVC, the key visuals crystallised the concept using symbolic elements to relay the unique properties of the worlds each lens category brings. For example, the key visual for macro lens uses 3D renderings of mushrooms showing close-up details while the tennis balls and rackets depict the world of telephoto lenses.

Expanding into digital and social media, the direction takes on a more demonstrative approach displaying real-case photos to drive in the benefits of each lens category. These are developed for instagram stories, and instagram & facebook carousel posts. 

Red background with white text displaying 'EOS SYSTEM LENS' at the top and 'DIVE BEYOND THE NAKED EYE' in large, bold font in the center.
Close-up of a pink flower with a thin green stem and water droplets on its surface, overlaid with white and bold text reading "The Smallest Details Magnified."

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