Canon's EOS Photochains campaign

Canon Australia’s brand campaign for EOS Photochains has been awarded the Lions Grand Prix for Media in Cannes.

This follows Canon’s Lions award wins: Gold, Silver and two Bronze awards in the Direct category; Silver award for the Promo and Activations category; and Silver award in the PR category.

“This is incredible news. It’s a humbling validation from our global peer community and testament to the massive team effort that goes into making an integrated campaign like Canon EOS Photochains come to life,” said Darren Ryan, general manager, marketing – consumer, Canon Australia.

“In recent years, Canon Oceania has been working hard to shift from a product focus to a more consumer-centric marketing model by inspiring creativity based on deep understanding of consumers and their needs,” said Ryan.

One outcome of Canon’s needs-based marketing approach is the World of EOS, an online world that exists to inspire photographers to express themselves creatively through photography.

The site – which offers tutorials, social media platforms such as a blog and challenges including Canon EOS Photochains – forms the hub of an integrated marketing approach that also comprises TV, online, cinema, outdoor and print advertising.

The Cannes Lions jury praised the Canon EOS Photochains campaign for its clever use of paid media to lead people to an engaging online experience that tapped into the power of social media.

It integrated social networking, technology, advertising and connecting people with people, said jury chair Laura Desmond, CEO of Starcom MediaVest Group.

“We would like to thank Leo’s (Leo Burnett Sydney) for the brilliant creative masterstroke, as well as the integrated efforts of other agencies below and above the line (Mediacom, TMS and Hill & Knowlton) to deliver this incredible achievement," said Ryan.