24 Hours to Legendary
Canon USA
Issue 41 | December 2016
Agency
360i
Creative Team
Chief Creative Officer: Pierre Lipton Group Creative Director: Fabio Seidl Creative Director: Dustin Glick Senior Art Director: Jonathan Ong Senior Copywriter: Adam Leong
Production Team
Producer: Knoah Piasek Producer: Austin Shore Head of Studio: Abby Casper Senior Producer: Glen Hoffman Assistant Editor: Dan Suter
Other Credits
Group Account Director: Claire Morris Account Director: Julie Arndt Account Supervisor: Nubia Claros Account Manager: Gemma Smith VP, Strategy: Brad Alperin Senior Strategist: Emily Brown Senior Strategist: Meryl Swiatek Senior Social Publicist: Morgan Salvan
Date
September 8, 2016
Background
After several years of anticipation, Canon was introducing a new DSLR to its already renown 5D product line. The 5D Mark IV was destined to become the latest in a line of legendary work-horse cameras used to capture some of the world's most impressive images. To ensure this new camera got the attention it deserved during launch, an idea was needed that would capitalize on the excitement of the larger photography community and show that the 5D Mark IV lived up to impressive reputation that preceded it.
Idea
Canon's 5D product line has always set the standard for what's possible with DSLR cameras, with the 5D Mark II regarded by many as the most famous and innovative camera of the decade. To demonstrate Canon's confidence that 5D Mark IV would become an instant legend (just like its predecessors), a risk was taken that only a legend could take. Canon reserved gallery space at the distinguished Whitney museum in New York and issued four influential photographers an impossible challenge. Roberto Valenzuela, Jendra Jarnagin, Alex Strohl and Sue Bryce were each given the new 5D Mark IV and told they had just 24 hours to capture and display their images at the museum. As the deadline drew closer, neither Canon nor 360i knew what the images provided by the photographers would look like. Still, they were confident in the camera's abilities and invited 130 prominent members of the press and New York's photography community to the Whitney Museum to watch as they were unveiled for the first time. As each of the empty frames in the gallery were populated one by one, the photos spoke for themselves. It was clear the new 5D Mark IV didn't just live up to its legendary reputation—it exceeded it. This launch event was captured in a video that was seeded online and was accompanied by social/influencer content, print and display advertising—all which helped introduce the 5D Mark IV in the manner it deserved.
Results
With over 8.2 million impressions, the campaign and gallery event was a successful celebration of Canon's passion for imaging, and confidence in their flagship camera.