CANON 400D LAUNCH
The Project
In order to launch their new 400D camera, an entry level DSLR, Canon were looking to target amateur photographers looking to upgrade their camera. The typical customer was around 39 years old, with an established interest in photography. They enjoy taking a variety of photographs from rural landscape to portraits, and have considered buying a Digital SLR but are worried it will be too complicated.
Approach
Based on our research, Community found that the larger camera retailers also sold TV monitors, which were an excellent POS site. World Press Photo award winner Kieran Dodds was cast to demonstrate the user-friendliness of the 400D in an appealing and unhurried series of films, which aimed to make the camera appear accessible and enjoyable echoing the new slogan, ‘Welcome to the playground.’
Result
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