Instore, Print, Fixtures, Digital

Canon as the historical leader in photography had dominated the professional market for decades. But Sony had stolen a march, appealing to a younger audience, innovating faster and investing in retail partners. Canon's brand perception and retail visibility needed addressing. So we developed a set of brand behaviours for Canon to reignite relationships with retail partners and the younger photography audience. We delivered category defining communications and set a benchmark for in store experience and shopper engagement. Agency: VCCP