How Canon and RNIB helped blind and partially sighted people feel photography [Video]

Winning The Drum Awards for Experience Exhibition Gold is VML UK and Canon with ‘World Unseen’. Here is the award-winning case study.

Everyone knows Canon, but fewer know about its purpose – “imaging to transform our world” – and how it activates on that purpose with a wide range of imaging solutions, beyond cameras. Our research confirmed that while awareness of the Canon brand is high, brand love is low. We needed to change perception of the brand from a ‘camera company’ to a brand that is inspiring change you can really feel.

Our hypothesis was that when people are exposed to more of what Canon does and its purpose, the more they’ll love the brand. Our approach was to highlight Canon’s lesser-known technologies and the positive impact it can have on the world.

As our audience was diverse, and included businesses and consumers, employees and investors, press and more, …

Tags Advertising, Brand Identity, Brand Marketing, Brand Strategy