Canon
POWER
COUPLES
CAMPAIGN
Canon
POWER
COUPLES
CAMPAIGN
In 2020, the highly anticipated launch of Canon’s EOS R5 and EOS R6 marked a significant milestone for the photography world. Under the Generation R umbrella, we introduced the Power Couples initiative, uniting professional photographers with celebrities to showcase the practicality and versatility of camera technology.
Brief
During the initial six months of our campaign, our focus was on engaging the professional photography community. Through strategic collaborations with renowned photographers and videographers, we aimed to deepen connections and establish credibility within this niche audience. As the campaign progressed, our objectives shifted towards broadening our reach.
Insight
Our campaign’s journey was guided by the need to showcase Canon’s EOS R5 and EOS R6 cameras’ utility in real-life scenarios. We recognized that beyond their technical capabilities, these cameras held the potential to foster meaningful connections and storytelling experiences. To achieve this, we aimed to make the technology more relatable and approachable, emphasizing community involvement as crucial. By developing projects relevant to diverse communities and actively engaging Canon Romania’s community, we created an inclusive environment where everyone could see themselves reflected in our initiatives.
The GOOD Solution
The Generation R Power Couples Concept was born from this insight—a collaboration between a professional photographer and a celebrity to create meaningful projects together.
The Power Couples:
- Mihaela Noroc and Amalia Năstase with the „Romanian Beauties” project.
- Alex Gâlmeanu and Ana Ularu with „A Day in the Life of an Actress” project.
- Richard Constantinoff, WWF Romania, and Lucian Mândruță with the „Born to be Wild” project.
Mihaela Noroc and Amalia Năstase, „Romanian Beauties” – Alongside Mihaela Noroc, creator of the Atlas of Beauty, and Amalia Năstase, we initiated a call to action on Amalia’s social media channels and Canon’s official platforms to discover women with fascinating stories. The interest surpassed our expectations, with over 300 submissions. From these, we selected five stories, ranging from the founder of Blondie NGO to Marilena, an artist known as Saint Machine, and Andra, who forged a career in the military. This project resulted in the most beautiful and meaningful documentation project ever developed by Canon Romania, with the assistance of its own community.
Alex Gâlmeanu and Ana Ularu, „A Day in the Life of an Actress” – For this project, we tested the performance of the EOS R5 in low-light conditions. Photographer Alex Gâlmeanu joined Ana Ularu in a theater hall (Metropolis Theatre), resulting in an amazing photo series combining photography and theater arts, published in DOR Magazine’ s print edition..
Richard Constantinoff, WWF Romania, and Lucian Mândruță, „Born to be Wild” – With wildlife photographer Richard Constantinoff, WWF Romania, and Lucian Mândruță, we documented the bison, an endangered species, in the sanctuary village of Armenis using the EOS R5. Additionally, we had the privilege of capturing the first bison born in the sanctuary. This project was documented on Lucian Mândruță’s social media pages and WWF Romania’s platforms, with WWF playing a crucial role in providing assistance through their ranger.
The collaboration between celebrities and professional photographers proved to be successful, particularly when combined with projects they believed in. With their help, we developed three distinct projects, reaching diverse communities and presenting the technology behind the EOS R5 and EOS R6 from human and approachable perspectives.
TEAMS
Project Management
Delia Mărgărit – Managing Partner
Anca Apolozan – Account Director
Domnica Predoiu – Senior Account Executive
Sebastian Radu – Account Executive
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