2021 Print & Publishing


Category D05. Cultural Insight
Entrant UNCLE GREY Copenhagen, DENMARK
Idea Creation UNCLE GREY Copenhagen, DENMARK
Production UNCLE GREY Copenhagen, DENMARK
Name Company Position
Clara Prior-Knock Uncle Grey Copywriter
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 cultural insight 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.