October 27, 2018 By TheNewYorkNews

Reuters Canon Photojournalism Exhibition Brand Partnership Digiday Awards 2017

Canon Photojournalism Exhibition | Pursuit of the Shot Best Brand Partnership | Digiday Awards 2017

Canon Photojournalism Exhibition challenged Award-winning Reuters photojournalists for its marketing campaign.

They were challenged to put the new camera to the test and capture a human interest story they believed should be told to cement Canon’s position at the forefront of photojournalism with the launch of their flagship 5D MkIV professional camera.

In times of uncertainty in Europe, Canon wanted to draw positive stories from their seven key European markets and showcase them at innovative events. Working in cities across Europe, the stories captured a continent undergoing rapid change. The results were powerful pieces of photojournalism that had an impact across media formats and beyond.

Reuters supplied every story – ranging from London’s grime scene to Spain’s Pueblos Blancos – to its subscribers via their newswire service and published them on the Wider Image website. The stories were also published on Canon’s website with traffic driven by an advertising campaign on reuters.com.

Pop-up urban art exhibitions brought the photography to life on the streets of key cities from Amsterdam to Stockholm in unique ways that blended into the urban environment. Links on every artwork took people to the story hub on Canon’s website.

Accompanying video interviews with the photographers got to the heart of the storytelling process with insights into the inspiration behind the lens as well as technical insight into how many of the images were captured.

Canon Launch event and Urban art exhibition

The campaign was showcased with an exhibition evening in London’s Soho where guests were able to view a selection of the images and get closer to the stories that inspired them.

The Results of the campaign were astonishing:

• 200k people saw urban art exhibitions
• 2.8m impressions of stories on Canon’s website
• 40% took an action as a result of seeing campaign

Lee Boniface, Marketing Director, Canon Europe stated:

“We are delighted to have worked with Reuters. The combination of Reuters journalism and Canon technology has enabled us to tell the stories that matter. ”

Source and images: Reuters

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