Canon experiments with the power of perspective in new content series via Leo Burnett Sydney
Canon Australia has launched the first video, titled ‘Decoy’, from The Lab, Canon’s latest marketing campaign and content series via Leo Burnett Sydney.
The six part series of photography experiments, which will be rolled out over the next month, are designed to shift creative thinking behind the lens, and highlight Canon’s shifting focus into branded content.
The first video is an experiment on the power of perspective in portrait photography, demonstrating that a photograph is shaped more by the person behind the camera than by what’s in front of it. As people will see, the results of the experiment prove that creative thinking in how you approach your subject affects the story you tell, with The Lab photographers transforming one man into a self-made millionaire, a convict, a psychic, and a recovering alcoholic all at once.
The video has had over 2.2 million views on YouTube in just six days. The next experiment will be released later this week.
Leo Burnett
Vince Lagana – ECD
Grant MacAloon – ECD
Kieran Ots – Creative Director
Dave Varney – Senior Art Director
Stuart Tobin – Art Director
Bjoern Ingenleuf – Copywriter
Producer – Adrian Jung
Jonny Bucknall – Group Business Director
Laura Dowling – Senior Business Director
Laura Cervin – Business Manager
Canon
Jason McLean – Director – Canon Consumer Imaging at Canon Australia
Chris Macleod – Manager – Professional Marketing
Kate Guaran – Senior Manager – Consumer Marketing
Production Company
Production Company – The Pool Collective
Director/Mentor – Chris Ireland
Executive Producer – Cameron Gray
Producer – Petrea Lambert
Producer – Emma de Teliga
Producer – Melissa Scurry
Post Production: Heckler
Editor: Edward Copestick
16 Comments
This is actually really cool.
Oh my!
A genuinely interesting piece of content.
Well done to all involved on this.
No such thing as a new idea.
The theory and idea is good. Unfortunately the result was a bit of a stretch.
Was shared by someone on FB a few days ago.
It didn’t feel like it came from an agency which is so refreshing.
Well done LB. Great content.
I really liked this. Well done guys.
Well played.
I agree with E
Lovely idea.
Really compelling story and outcome without labouring the Canon brand / product piece. Well done agency and client!
Good content done in relevant context makes me content.
Congrats.
We need a new warehouse space…. Its in everything right now…
Brilliant work guys
Very Dove. Perhaps too Dove.
Great idea but I think that some of the production cues were too familiar… way too familiar. That said, lovely insight and great piece of work. Well done.