Client research

Canon is our client and they have launched a campaign titled 'Journeys'. The purpose of the company is to highlight how photography can be used artistically on its own or as a combination with other forms of media or art.

The purpose of Canon as a company is to help people realise the power of their imagination and the impact that art can have. Everything they do is with the intent of inspiring and encouraging people to confidently explore their creative side and embrace their vision. They have a philosophy called the Kyosei philosophy. Kyosei is a Japanese concept that means 'living and working together for the common good'. They believe it brings to life their commitment to philosophy along with creating an environment for people to grow and thrive. Since they are the worlds leading imaging brand they want to create more advanced technology and to celebrate innovation.

The outcome of this campaign must clearly relate to the title 'Journeys'. It can be created in any form of media but photography must be incorporated in one way or another. The main point of this brief however, is to create a print marketing campaign piece of media.

In terms of issues that could come up I worry about it not coming across as something Canon would create but the way to get around this is to stick to the colour schemes that are usually used in Canon adverts and using the classic Canon logo that can be seen in all of their previous adverts.

  Here are some previous ads that are showing and trying to sell Canon cameras. Clearly they are both very different cameras meaning they have very different adverts in terms of style, colour, font and so on.

The first poster is seen to be very colourful and the people on it seem carefree and as if they are having a lot of fun, its also seems as though some kind of party is going on, possibly a birthday party, and they are all smiling so it comes across as very lighthearted. Also, the type of camera it's advertising is one that can be used for selfies and more casually rather than in a professional setting.

The font in the first advert is similar to that of handwriting which makes it once again seem more casual which ads to the idea that it is a camera to be used casually for fun and not so much in a professional setting.

The second advertisement is a professional camera to be used in a more serious setting. The image shown is a beautiful landscape which gives the idea that this camera is good for landscape photography  and the photo was most likely taken with the camera that is being advertised.

The second ad also has darker and more monochrome colours, dark blues and greys, which connotates seriousness. The font is also a lot smaller and the wording is more formal and shows that it is for people who are serious about photography.

In comparison, both of the adverts are advertising cameras, but very different kinds. The first is for people who do photography as a hobby or just bought a camera for fun whereas the second advert is for a camera that professional photographers would buy and use.

Another way of telling the difference other than the style of camera is the appearance of the adverts. For example, the first advert is much more colourful symbolising that it's more fun and is to be used in a more lighthearted way and the second one uses darker colours which connotates seriousness and professionalism.