Canon - Interpreting the Brief

Interpreting the brief

Canon has launched a campaign all about "Journey". They want young people aged between 16-25 to work together and form an allegiance to Canon equipment and services within their age group. The purpose of this campaign can make young people realise how many personals journey they have gone on throughout their lives which could have impacted them in more than one way. This can also make people realise that people go on different journeys throughout their lives and this can make people an idea of what people actually go through behind the scenes. 

The type of pictures this age group could be capturing could be from the past, the present, and the future. All of these pictures could tell a story that they want people to know about. These pictures could also be what their future is going to look like as they are going to make sure that everything happens. 

My thoughts on the Journey campaign

Overall I think this campaign is an amazing idea for Canon as many people take pictures or videos to record their personal journey to show how much they have progressed and what they have learned from it. As Canon is the number one camera brand in the world, they have to make their campaigns appealing and for everyone. "Journey" is a great example of keeping their audience together and making everyone contribute to their overall brand and message. Using journey as a campaign can involve loads of people from around the world, with different backgrounds that could have created this journey of their own. This can make everyone have unique journeys as only you have gone through what you've gone through. 

Getting people back to using cameras is important as they will realise quickly how good the quality is. They would also realise how having a physical camera can make your photos and videos incredible as phone cameras are not as advanced. As a phone has more than one job and phone companies want to perfect the performance of the phone while increasing the quality camera with some new features. They would also notice how much you can do with a physical camera instead of using your phone. The features are different and can do so much by just changing the camera lens. 

Using a camera would also make people aware that all of the videos and pictures you get from contributing to this campaign will only be on one SD card. You don't have the issue of having no storage on your phone because of the apps that you use, which means that you won't be taking a lot of pictures when you are tracking your journey because of storage issues. With a camera, you can buy high-storage SD cards that allow you to fit a lot of pictures and videos on just one SD card. This allows you to have different SD cards for different projects you are working on and makes it easier to find footage and pictures for your different projects. This is why professional photographers go for the Canon cameras as the quality is amazing and you can do loads with a camera than a phone.

This campaign can also make people go outside more because they might want to take different pictures during the day such as sunset, sunrise, midday, and at night. As different times of the day can also create an effect that could be different from what a phone quality would create. A Canon camera would be able to pick up small details that you might not be able to see unless you are really up close or zoom into the picture. These types of details you wouldn't be able to get while using a phone camera.   

Potential constraints

The constraints that would come from the campaign "journey" are that there could be a lot of journeys that are the same or similar. An example of this could be 'joining the gym', especially people's New Year's resolutions. As of this people would have already started to document their fitness journey. Even though this is a good journey and one that everyone can do, it could mean that there are a lot of people doing the same journey, which could make the idea less unique. The way people could make this unique is by doing different workout routines at the gym. They could also incorporate what they eat in a day, and what their pre-workout snack and food are. As people would be doing different types of workouts this food could change frequently and people could eat different types of foods and use different brands. Also, your protein shake could be different whether that's the brand or flavour. These are some ways people's fitness journey can be unique. 

Subject area

There are many different ways to participate in the Journey campaign. If your journey is mental health for example it does not mean that you cannot participate because you might not have taken any pictures of your progress. If this is the case you could take pictures of things that helped you through it as you might not have realised at the time. If walks along the beach help you recover, you could take a picture of the beach and that would still count toward this journey campaign as it is still helping you. It is also your own personal journey.

Another way you can create a journey is by using pictures you have taken of different types of art. This art could be created by drawings, paintings, or by digital art. This type of art could be telling a journey that you don't want to explain with words. With this way of journey, you can make people understand your journey by making the pictures you have created obvious or you can make the pictures more secretive so people might have to ask you to know what the Journey is or you might not want people to know.