Canon Case study YOUR SECOND SHOT by Dentsu America LLC New York, Park Pictures

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Industry Photo & Video Cameras, Accessories
Media Case study
Market United States
Agency Dentsu America LLC New York
Creative Director Bruno Corbo
Editor Catherine Bull
Agency Park Pictures
Director Chris Wilcha, Christine Ng
Photographer Ture Lilliegraven
Editor Saela Davis
Released December 2010

Credits & Description

Category: Titanium and Integrated
Advertiser: CANON USA
Date of First Appearance: Sep 27 2010
Creative Director: Bruno Corbo (Dentsu America)
Senior Copywriter: Kim Devall (Dentsu America)
Senior Art Director: Luis Iglesias (Dentsu America)
TV Producer: Sharon Harte (Dentsu America)
Digital Producer: Susanna Graves (Dentsu America)
Art Buying Manager: Doreen McKenney (Dentsu America)
Director: Chris Wilcha (Park Pictures)
Director: Christine Ng (Park Pictures)
Editor: Catherine Bull (Spotwelders)
Editor: Saela Davis (Park Pictures)
Photographer: Ture Lilliegraven (Anderson Hopkins)
Digital Production Company: Domani Studios
Media placement: TV - Local Markets - Local (NY, LA, Chicago, Minneapolis) - 27 September 2010
Media placement: Microsite - - 27 September 2010
Media placement: Web Banners - Gizmodo, Engadget, Geeksugar, Wired - 27 September 2010
Media placement: Event - Launch Party - Morrison Hotel Gallery (CBGB's) - 29 September 2010
Media placement: Print - Parent's Magazine, Teen Vogue - 11 October 2010
Media placement: TV-Network - ABC, CBS, CW, FOX - 8 November 2010
Media placement: Cinema - AMC, Loews, and Cineplex Odeon - 3 December 2010

Describe the campaign/entry
With the average point-and-shoot camera, photographs taken at night or in low-light often come out too dark or blurry. So, Canon developed a new technology, called the HS SYSTEM, that takes sharper photographs in low-light and they challenged us to launch it. Armed with this new technology, we started a project called Your Second Shot, a mission to help real people “recapture” important moments in their lives — by retaking photographs that didn’t turn out the first time around.

Describe how the campaign/entry was launched across each channel in the order of implementation
First, we had to find our stories - the “lost moments” that deserved a second chance. So we ran teaser print ads, posted ads online and hung up fliers everywhere we could. After receiving hundreds of submissions, we narrowed it down to a handful. And, from a father’s surprise birthday party to a bet involving a mechanical bull, we helped give real people their moments back. We launched with a 30 second TV commercial and a microsite, where users could watch short documentaries on each of the stories and browse photographs from all of the “recaptured” moments. We then ran a short documentary in cinema, as well as interactive banners, a print campaign and web videos that all drove traffic to the site.

Give some idea of how successful this campaign/entry was with both client and consumer
In a market that’s continually caught up in a feature war, we successfully made the HS SYSTEM stand out by making it matter to people. We received great feedback about the project across blogs, Twitter, Facebook, etc., as well as tons of photo submissions from people who wanted to be a part of it. On average, users spent over 6 minutes on our microsite viewing content. And we increased sales of Canon cameras — at its peak, the campaign helped drive a 38% sales increase compared to the same month the previous year.