Urban Deer
Canon
Issue 34 | March 2015
Agency
J. Walter Thompson London
Creative Team
Executive Creative Director: Russell Ramsey Creative Director: Adam Scholes Creatives: Anita Davis and Jonathan Budds
Production Team
Agency Producer: Rebecca Hunter Director: Jonathan Glazer Production Company: Academy Films Producer: Simon Cooper Director of Photography: Tom Debenham Editor: Paul Watts @ The Quarry Sound: Johnnie Burn @ Wave
Other Credits
Planner (creative agency): Kris Flemington Project Manager: Romana Kit Business Director: Antony Hill Board Account Director: Elizabeth Haslam & Claire Howe Account Director: Tom Ring Media agency: PHD
Date
December 2014
Background
J. WALTER THOMPSON London created Canon Europe's biggest ever integrated consumer brand campaign. As part of a three-year communications strategy, 'Come and See' invites consumers to look deeper at the world and inspire people to capture the enriching and captivating stories that unfold all around, every day. The campaign was fully integrated and included two TV spots directed by Jonathan Glazer.
Idea
Driven by the understanding that consumers were changing the way they take and share photography, J. WALTER THOMPSON's new positioning was created to inspire and support users in their ever evolving photographic journey. As part of this, the agency was also responsible for running a content hub website. This provided consumers with behind-the-scenes insight into the fascinating stories featured in the campaign, as well as proprietary technology stories and product information. A series of 'How-to' product-centric videos were also created by travel photographer, Christopher Pillitz and wildlife photographer, Jamie Hall, to provide consumers with top tips on the art of capturing beautiful photography using Canon product.
The second story of the Canon Come and See campaign was the "urban deer". In the first day of Christmas the quiet and unseen TV ad contrasted with the busy and loud surroundings.
The film showed a herd of deer exploring residential streets close to Epping Forest, south-east England. Whilst locals slept sound in bed at night, deer roamed the peaceful housing estate, owning the night.
This second story added a layer of content to the Come and See campaign and invited, once again, consumers to look deeper at the world and capture the stories that unfold all around, every day.
The film was produced and directed by critically acclaimed English filmmaker, Jonathan Glazer.
The ad was shot using the Canon EOS C500 and EOS C300, spanning the course of many days due to the unexpected nature of the scenario.