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
|
Credits
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.