To celebrate and promote its latest wave of new camera technology, early May saw Canon Europe roll out a campaign called ‘Never Break Your Flow’ which was inspired by the rapidly-growing content creator community and focused on a high-energy basketball game.
Created in harness with creative agency VCCP London, content studio Girl&Bear and media agency Merkle, the short film is set during a street hoops game. Opening with a close-up snap of a powerful slam dunk, the ad brings new camera equipment to life through fast-paced moves all shot by a creator who never breaks her flow as she seeks to capture the perfect shot.
Canon 'Never Break Your Flow' 30" from VCCP on Vimeo.
The campaign will run for two months across France, Germany and the UK.
Alongside the hero video, Canon ambassadors (including photography influencer Kai Wong) also produced a series of articles and longer-form content to share their ‘flow process’ and provide helpful tips and advice. This supporting content lives on Canon’s owned channels, key retailer sites and industry publications.
The brand is also hosting a competition in collaboration with photography enthusiast Kai Wong called ‘The Redline Challenge’ which asks the Canon community to never break their flow and capture remarkable content.
“As the leading imaging brand in Europe, we take pride in playing an instrumental role in enabling our customers to create content that feels like an extension of themselves,” said Canon European Marketing Director Susie Donaldson. “Canon’s groundbreaking range of R System mirrorless cameras will enable content creators to continue creating incredible work, without any limitations. ‘Never Break Your Flow’ is a true embodiment of our human-centered design philosophy, and we can’t wait to see what stories, moments and memories will now be possible to capture with Canon.”
“Canon’s advanced ‘R System’ technology allows modern content creators to enter their flow state. That instinctive state of action where things move seamlessly, creator and camera shooting as one,” added VCCP London ECD Monty Verdi. “In a bold move for the brand we’ve brought the iconic Canon red line to life for the first time ever to dramatize this flow state, and the connection between a creator and their subject.”
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This initiative sees the Japanese camera brand continue to fight off competition from direct rivals and smartphones by positioning itself around ‘creativity and content’.
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