A campaign that starts blind, by not revealing who or what our ads are for we get our target’s attention slowly, and once they’re reeled in, begin engaging with them in meaningful ways.

phase 1.

we start with this sticker, it will be placed in the real world, and used as a graphic element in a way that will get attention and start a discussion.

sparking curiosity all across social, with a dedicated instagram feed, and targeted mid-roll and pre-roll ads for any art related youtube video

should you be curious enough to do a google search, the image to the left is the only webpage you’ll be able to find...

phase 2.
now it’s time to harness the attention we’ve hopefully amassed, and flip the messaging on its head

we reveal that this has all been a campaign for:

we start with a new sticker.

on canon’s instagram account we make full use
of the platform by sharing creative, user-submitted photography of everyday objects

not to mention sharing the locations of
some of our real world stickers

this new sticker will be placed on everyday items.
things most people don’t see as art

print and ooh. 
our art direction style changes from guerrilla/somewhat anarchist, to a clean, colorful and beautiful selection of curated, user submitted photos, while still keeping the crucial element from phase 1.


app. to tie it all together, we will launch an app that has a map of all the stickers and their real world locations.
a section of photography tutorials a feed for people to post and view photography
and tools to create your own version of the this art sticker

the problem.
canon is losing traction with photographers.
their competitors are outpacing them with better technology.

the target.
16-25, young people with a creative inclination.
these people tend to be opiniated, and respond to strong messages.

the insight.
through the lens of a camera, anything can become art.
photography is the democratization of art.