Canon Design & Branding PROJECT IMAGIN8ION COFFEE TABLE BOOK by Grey New York

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Industry Photo & Video Cameras, Accessories
Media Design & Branding
Market United States
Agency Grey New York
Associate Creative Director Eric King, Stu Mair
Executive Creative Director Ari Halper, Steve Krauss Associate Cd
Art Director Elinor Buchler
Copywriter Kent Koren
Released January 2011

Credits & Description

Category: Promotional Item Design
Advertiser: CANON USA
President/Chief Creative Officer: Tor Myhren (Grey NY)
Executive Creative Director: Steve Krauss (Grey NY)
Executive Creative Director: Ari Halper (Grey NY)
Associate Creative Director: Stu Mair (Grey NY)
Associate Creative Director: Eric King (Grey NY)
Copywriter: Kent Koren (Grey NY)
Art Director: Elinor Buchler (Grey NY)
Account: Rick Cusato (Grey NY)
Account: Melinda Hecht (Grey NY)
Account: Lindsey Christensen (Grey NY)
Agency Art Producer: Jen Pugliese (Grey NY)
Project Manager: Kimberly Noyes (Grey NY)
Media placement: Coffee Table Book - Sundance And SXSW Film Festivals - 20 January 2011

Describe the brief from the client
Instead of trying to sell Canon DSLR cameras by listing all of their pricey, high-tech features, we were challenged to leverage the endless creative possibilities these cameras offered consumers, and to position Canon as the ultimate creative enabler. Furthermore, we had to maintain Canon’s vital heritage in the still image, while also owning industry-revolutionising DSLR HD video. Plus, after the tragic tsunami in Japan, which threw a ripple in Canon’s supply chain, we needed an idea that formed an emotional bond with consumers, keeping the brand relevant in a highly engaging and impactful way.

Describe the challenges and key objectives
'Project Imagin8ion' was the first photo contest ever to inspire a Hollywood film. It invited the masses to help shape the next production of 2-time Oscar-winning director, Ron Howard. By interpreting 8 core tenets of storytelling, photographers could dictate things like setting, goal and main character. Submissions flooded in at a world record-shattering pace. After a user-generated vote decided the finalists, the 8 winning photographs were chosen by Ron, who then had to narratively sew them together in a film that premiered at the Museum of Natural History. This book’s objective was to capture the journey of the entire project.

Describe how you arrived at the final design
The book’s design was created to capture the essence of the project, from the 96,362 photo submissions to the final film they inspired, 'When You Find Me', a Ron Howard production, which premiered at the Museum of Natural History in New York City. The book took its design cues from the aesthetic of the contest site, using the same typeface and rich blacks to best showcase the imaginative user-generated photography, the cover greeting readers with a graphic 8 comprised of the 8 winning photographs, ultimately chosen by Ron.

Give some indication of how successful the outcome was in the market
The book was a key piece of collateral during the film’s screenings at the Sundance, SXSW and Tribeca film festivals. Helping to round out the dynamic project platform, which resulted in an $8.4m earned media value, half a billion earned media impressions, and total impressions near 3.5bn. By Black Friday, Canon’s market share spiked to an unprecedented 71.7%, making November the best month in Canon’s history. (The NPD Group/Weekly Tracking Service)