Title	CANON MISSED SHOTS
Brand	CANON
Product/Service	CANON
Category	D04. Social Behaviour
Entrant	UNCLE GREY Copenhagen, DENMARK
Idea Creation	UNCLE GREY Copenhagen, DENMARK
Production	UNCLE GREY Copenhagen, DENMARK

Name	Company	Position
Newsha Dalman	Uncle Grey	Account Manager
Valdemar Mühlhausen	Uncle Grey	Digital Strategist
Mads Alexander Nielsen	Uncle Grey	Art Director
Patrick Poulsen	Uncle Grey	Strategic Director
Clara Prior-Knock	Uncle Grey	Associate Creative Director
Thomas Rynkeby Knudsen	Uncle Grey	Motion Designer
Lars Samuelsen	Uncle Grey	Executive Creative Director
Johan Thrane	Uncle Grey	Digital Strategist
Pernille Tramp	Uncle Grey	Account Manager
Josephine Winther-Poupinel	Uncle Grey	Client Service Director

Please tell us about the social behaviour that inspired the work

Canon needed to stand out in the Nordic region, where it’s very hard to tell camera communication apart. The products look similar and are usually accompanied by full-bleed pictures showcasing beautiful images. We leveraged an insight close to the photographers: The feeling of missing the perfect shot. An emotional and universally recognised truth that can hunt photographers for years. We wanted to create a tribute to the missed shots - because Canon celebrates the agonising effort that goes into great photography. To tell the stories we treated the typography with the same effect that caused the shot to be missed. The stories were framed by a Canon viewfinder to symbolise an empty frame – a missed shot. The ad was titled after what the image would have been along with the name of the photographer. Because Canon always pays tribute to great photographs. Even the ones that were never captured.