Ready. Set. Quit
Canon Nordics
Issue 62 | March 2022
Agency
Uncle Grey
Creative Team
Creative Chairman & Strategic Director Lars Samuelsen Creative Director/ Copywriter Clara Prior-Knock Art Directors Casper Jean Christensen, Hans Augustenborg, Mads Nielsen
Production Team
Project manager Camilla Bunnage Digital Director Kasper Nielsen Editor Thorbj rn Fessel Media specialists Mathilde Staunsholm, Caroline Rasmussen
Other Credits
Client Service Director Josephine Winther-Puopinel Mentor Joey Palmroos Client Marketing Director Jenni Lindstr m Channel Business Developer Cathrine Stenemyr PR & SoMe Specialist Andrea Frovin
Date
November 2021
Background
According to research by the World Economic Forum earlier in 2021, 40% of people were considering quitting their jobs to find work with more meaning. The move to quit and start working on a dream career was dubbed, ‘The Great Resignation’.
Idea
The pandemic and other job insecurities had led to a shift in thinking and many people were thinking hard about whether they liked their boss or even if they needed one. At the same time, Google Trends reported that ‘content creator’ was one of the most searched job prospects.
With 'Ready. Set. Quit.', Canon Nordic set out to help people quit their jobs and pursue more creative careers.
The company asked all those bold enough to quit to send in their resignation letters.
From the letters, four would be selected for the five-week Canon mentorship programme with pro creator Joey Palmroos, given a Canon EOS R5 camera and lens and commissioned with their first paid assignment.
Results
Over 12 million people reached. Over a million reactions. Influencer reach of index 523 leading to massive media coverage and over 300 applications to the programme.
Our Thoughts
‘The Great Resignation’ is a phenomenon, principally in the USA where 4.5 million people had left their jobs by the end of November 2021, but it is clearly visible elsewhere. It would be good to think that this is because workers are optimistic about the future and want a better worklife balance but The Guardian is probably being more realistic when it suggests that one of the reasons is simply that as child tax credits end and student loans repayments resume people can’t afford to keep the jobs they have.
All the same, the Influencer marketing Hub reports that the Creator Economy grew by over $800 million in 2021 and 43% of creators are able to earn a ‘liveable wage’ of $50,000 from their content.
Canon have tapped into the zeitgeist here and have cleverly associated with the brand with all the virtues of youthfulness, independence and creativity.