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Canon press release:

17 May 2017; Canon has today launched ‘Live for the story‘, an entirely new brand proposition for the consumer and professional imaging business across Europe, in a bid to shift perception of the company amongst a younger audience.

The fully integrated, through-the-line campaign, which launches today across 19 European markets, sees Canon’s new brand proposition take centre stage across all communications. ‘Live for the story’ encourages people to find special memories in all moments of their life, no matter where they are or what they are doing.

Lee Bonniface, Canon Senior Director – CIG Marketing, explains, “‘Live for the story’ is an industry defining approach developed to completely change the way that people view Canon. The shift sees Canon cement itself as a storytelling brand, ensuring that every output from its entire ecosystem and product portfolio helps consumers to tell their story.”

The integrated re-launch is set to be rolled out across TV, DOOH, Cinema, CRM, Retail, VOD, PR, media partnerships and Social. Every touchpoint that Canon’s customers will come into contact with now heroes the ‘Live for the story’ proposition, including the website and all ecommerce. Led by London-based agencies VCCP and PHD, the campaign features real-life scenarios created to intrigue viewers to want to know more about the story behind the picture.

The first four weeks from launch will focus entirely on the brand proposition of ‘Live for the story’ with TV, Cinema and DOOH media booked to ensure maximum reach and build relevance amongst a new, younger audience. The messaging will be maximised by CRM and will be seen in Canon’s own retail, third party retail and both on and off-line.

As part of the launch Canon is looking for someone to travel the world, identifying 365 global stories. The PR and Social campaign, entitled ‘365 Days of Summer’, will be led by famous storyteller, Zoë Kravitz. Supported by CRM for both existing and new audiences, fans are being encouraged to share their stories of summer using the hashtag #LiveForTheStory to be in with a chance of winning*.

“Remaining relevant in an industry that is constantly shifting and evolving is exciting, and something we are embracing to enable us to reach a younger audience”, said Mr Bonniface. “Here at Canon we offer so much more than just photography. We print memories, we save memories and we help to make memories with apps such as Lifecake.

“Experiences are what matters and this is where our focus is. ‘Live for the story’ has been developed to inspire people to do just that. Through every element of Canon’s repositioning we are encouraging people to be ready to capture stories they are creating every day.”

To ensure that a new, younger audience is engaged, a full influencer and advocacy strategy has been developed across all European markets. Always-on retargeting marketing will also be in place from 17th May in the form of display banners and social media. This will ensure that relevant marketing is targeted to the right people at the right time with the utmost efficiency.

“The ‘Live for the story’ ethos will help to define suppliers and partners Canon works with moving forwards and as such new, upcoming photographers have been assigned the challenge of developing the creative assets for the campaign”, Mr Bonniface continued. “From 17th May Canon’s full portfolio will be desirable for a younger audience, whilst remaining relevant to the brand’s core, loyal customers.”

* Applicants who think they have what it takes to inspire people to find their own stories can apply by sharing their most memorable summer story on Instagram, tagging their local Canon handle and #LiveForTheStory. For full T&Cs visit

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