J.Walter Thompson: Come and See city surfing through a Canon lens

In September 2014, J. Walter Thompson launched Canon’s Come and See, a three year campaign to help the brand negotiate the rising popularity of smartphone cameras.

The campaign has two aims. Firstly, it intends to open the eyes of smartphone users to the difference that high quality images can make to recording moments that matter. Secondly, it introduces users to what they can do using Canon technology.

J. Walter Thompson has just launched the fifth story in the Come and See series, City Surfers, with creative production company, Mediamonks. It’s a 180° video shot on the Eisbach River, and the story of three river surfers who get together for a night-time surfing session in the heart of Munich.

Viewers can use their smartphone to browse scenes in 180° and simulate the experience of shooting a fast moving subject for themselves. They can save their shots directly to their phone (or computer) and sharing online, without losing any of the distinctive Canon quality.

Users can also get up close to the action and watch the surfing spectacle at three different zoom levels, while learning about different camera techniques and technologies throughout the film via its interactive hotspots.

The campaign has launched across the whole of EMEA and is being hosted here.

Lee Bonniface, marketing director, EMEA region at Canon Europe, commented, “We’ve been able to portray some fascinating and inspiring stories as part of our Come and See brand campaign and we’re proud to bring our latest story to life in an even more engaging way. For the first time, consumers will be able to see and feel the true benefits of using a Canon camera through their smartphones, while exploring the incredibly exciting world of City Surfing. We want to put consumers in the driver’s seat, enable them to view the scene and story as it is told and learn about Canon’s superior imaging quality in the process.”

Barry Christie, Creative Director at J. Walter Thompson London, added, “Canon City Surfers is an immersive experience that you can really step into and explore. We’re not simply storytelling here, but completely involving consumers in a dramatic photographic experience.”

Credits

Creative agency: J. Walter Thompson London
Executive creative director: Russell Ramsey
Creative director: Barry Christie
Creatives: Morten Legarth, Ben Hopkins
TV producer: Toby Clifton
Assistant producer: Rosanna Lawson
Planners (creative agency): Kris Flemington & Amy Lewis
Global director in charge: Deborah Kerr

Board account director: Rafael Freitas
Account director: Rachael Anthony, James Wilkinson
Project director: Simon Monaghan
Project manager: Romana Kit, Susan Baumerder & Rodrigo Alberini
Media agency: PHD
Media planners: Keita Shinokubo, Nolwen Rivet, Eider Ayestaran, Andrew Bailey
Stills photographer: Samo Vidic
Director: Tom Rijpert
DoP: Serge Teulon