A great
leap forward
HOW CANON ACCELERATED CREATIVITY
Give us 30 days, and we’ll change the way you shoot. Forever.
Canon make cameras that massively increase the creative potential of what you can capture. But what if your main camera is a smartphone? What makes you take that next step to a dedicated camera, and invest in creative photography?
We needed these photographers to prove to themselves just how creative they could be. And creativity isn’t about having one magical idea. It’s a constant experiment. It’s giving yourself permission to play. And it’s embracing the process, instead of looking for an end product.
So we made them a simple promise. Give us one month, and we’ll show you that you’re more creative than you thought possible—with LEAP.
We gave photographers 30 briefs in 30 days, each one written as a simple statement, and designed to inspire their creativity, instead of just pushing their technical skills. And we brought these briefs to them, through social, out of home and live events.
By the end of the month, thousands of fresh creative images were uploaded to Instagram, generating half a million likes and more than 20,000 comments, and Canon saw a 25% uptick in sales value. But more importantly, each photographer who took part could see their own images progress as the month unfolded, proving to them that they were a creative photographer.
The evidence was right there on their own feeds.