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Much like Guinness did with its "Sapeurs" ad, Canon introduces audiences to a strange and foreign scene in its new brand campaign. JWT London created the work, which will run across Europe, the Middle East and Africa from this month. As well as print and digital executions, the campaign includes two TV spots. The first revolves around a game of calcio storico, a violent, early form of football that is still played in Italy. The second follows a herd of deer that explore residential streets near Epping Forest. The work was written by Jonathan Budds, art directed by Anita Davis and directed by Jonathan Glazer through Academy.