Canon Creative for a Cause
Hill & Knowlton worked with Canon Australia to create, develop and launch the Creative for a Cause Campaign, based on the belief that one single image can change the world.
Communicating the brand position required emotional engagement with consumers and a shift away from the rational benefits of technology, specifications, features and heritage.
The national campaign targeted Australian charities in need of awareness and financial support. It aimed to inspire Australians to compete to win their nominated charity $60,000 and to become one of Canon's preferred charities in 2009, through photography.
The results exceeded all expectations with more than 2,500 images loaded to the site and more than 118,000 votes lodged. They represented a total of 636 causes across Australia and New Zealand. The Canon Master Brand achieved its goal of driving an emotionally engaging campaign that stirred Australia's creative passion for taking images and linking this to the causes they believed in.