Kaye's film, "reflections", asks a series of questions set within surreal images. It was written and art directed as well as shot by Kaye, in collaboration with creatives at Cayenne, and airs in the UK on 1 April.
The ad marks a step change in Canon's marketing of its products, which previously focused on functionality and distribution. The campaign, which also includes press, poster and point-of-sale work, is designed to connect with consumers using emotional ties, and will be shown in 13 countries, on 60 TV channels and in 400 magazines across Europe. Media planning and buying is by mediaedge:CIA, which was appointed as Canon Europe's pan-European media network last year.
The campaign is the first from Canon Europe's rationalised creative ad roster, formed in June last year. Dentsu Europe handles the consumer side of the business, with the Dutch agency Cayenne working with Kaye on the TV work. TBWA/ Hakuhodo handles the business product account.
Canon Europe's chief of business strategy, James Leipnik, said rationalising a roster of more than 50 creative and media agencies down to two was a crucial strategy to achieve brand consistency. He added that Kaye's creative would bridge different media formats in different countries to get maximum coverage. "For the first time we can harness the power of a big creative idea to drive all our communications and create a platform for maximum sales growth."
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