Your Second Shot by Acne Los Angeles, Dentsu America LLC New York for Canon

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Your Second Shot

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Industry Photo & Video Cameras, Accessories
Media Film
Market United States
Agency Acne Los Angeles
Director Tyler Manson
Editor Antonio Sanchez
Agency Dentsu America LLC New York
Creative Director Bruno Corbo
Released October 2011

Awards

One Show 2012
One Show Entertainment Online Branded Entertainment / Short-form Gold
One Show Branded Content / Online Merit

Credits & Description

Category: Best non-fiction program, series or film where a client has successfully created a reality, documentary or light entertainment show around a product(s) or brand(s)
Advertiser: CANON POWERSHOT
Product/Service: CAMERAS
Agency: DENTSU AMERICA
Chief Creative Officer: Brian Mcdermott (Dentsu)
Creative Director: Bruno Corbo (Dentsu)
Associate Creative Director/Assistant Director: Luis Iglesias (Dentsu)
Associate Creative Director/Copywriter: Kim Devall (Dentsu)
Agency Producer: Sharon Harte (Dentsu)
Director: Tyler Manson (Acne)
Editor: Antonio Sanchez (Consulate)
Media placement: Web film - Online - 23 November 2011
Media placement: Web film - Online - 5 December 2011
Media placement: Web film - Online - 9 December 2011

Campaign Description
Not sure if this question applies in the U.S., but if any film is deemed an online commercial, the restrictions require that: product substantiation be obtained, no infringement on third-party materials, and also that payments have to be made to talent/musicians under the appropriate collective-bargaining agreements ( i.e. SAG/AF of M). Releases allowing use for the locations and props for this type of use must also be obtained.

Effectiveness
In a market that is continually caught up in a feature war (megapixels! zoom! face-detection!), it's difficult for any point-and-shoot camera brand to stand out. Our goal was to help Canon connect with consumers on a more emotional level, while still demonstrating the superior image quality of Canon PowerShot cameras. We created 'Your Second Shot' – a project to help real people retake meaningful photographs that didn’t turn out the first time around. From thousands of entries to our site, we narrowed it down to our favorite 'missed moments'. Then, we embarked on a cross-country road-trip, where we brought people back, physically and emotionally, to important moments in their lives – in the exact locations where they first occurred. And we retook their photos with Canon cameras. While on our trip, fans of the project could track us on a map, follow our blog and view our photos and short documentary videos that we posted along the way. And what started as a project to redo a handful of bad photos, turned into a much richer experience that is better described as a journey.

Implementation
The audience was drawn into the content with a simple, relatable truth: we all have photographs of meaningful moments in our lives that didn't quite turn out the way we hoped. Your Second Shot gave real people the chance to go back and recapture these moments, and the short documentary films brought the audience along for the journey. To draw people to the site where they could watch the films, we ran TV commercials, posted on the Canon Facebook page, ran teaser banners on sites that our target frequents, and partnered with several influential bloggers who wrote about the project.

Outcome
We helped Canon connect with consumers on a deeper level than their competitors, by demonstrating how the technology in Canon cameras can have a meaningful impact on people's lives. We received 2,200 photo submissions to our site from people who wanted to be a part of the campaign, and positive feedback about the project across several social media platforms including blogs, Twitter, and Facebook. We received over 2,200 photo entries to the site, and garnered over 300,000 page views. The month after the campaign launched, Canon's unit share went up by 9%, and Canon finished the year with a #1 in market-share position.