This is an advertising campaign for Canon (EOS 5D), done for academic purposes in my university course.
Target audience: Amateur to semi-professional photographers who love the art of photography
Objective: To compel consumers to ignore the price and choose a Canon DSLR over a point-and-shoot style camera or any other brand.
The single-minded proposition for this product is "I will become a better photographer with a Canon DSLR camera".
With that in mind, we came up with the positioning statement - “To photography lovers who take it as a hobby, CANON EOS 5D is the one DSLR that allows them to be the better photographer they never thought they could be, as it is crafted to capture perfection.”
Hence, this leads to our campaign tagline, "Turn your passion into the perfect canvas".
As we realised that people who take up photography as a hobby usually have a specific category of interest (e.g. wildlife, food, sceneries), each of our platform showcases how Canon can transform their particular passion into picture-perfect moments.
For our print advertisement, we wanted to show how Canon can transform the passion of someone who loves wildlife photography into perfect pictures for them, also implying that Canon can help them become a better photographer.
