Brief: As part of their “Live For The Story” rebrand, Canon wanted to create a social activation that would inspire brand love in millennials, all over Europe. Canon wanted to become a lifestyle brand; and wanted teens and young adults to think of a camera as a cool accessory that allows you to do justice to all the amazing experiences you’re living.  

Campaign: 365 days of Summer. A pan-european Instagram competition, where people could win a whole year of chasing summer around the world when they share a summer story with us. All they had to do was post a photo on their Instagram, tell the story of that photo in 50 words or less and hashtag it with live for the story. 

This campaign ran for 8 weeks, in 19 European markets. 2 weeks in we had already smashed all the KPIs. And, one lucky winner did go around the world for a full year.

Link to campaign:
https://www.vccp.com/en-gb/work/canon/365-days-of-summer