Pierre Lipton
Global Executive Creative Director at Mc Cann NY
New York, United States
TitleCanon Photo Coach
Agency
Campaign Canon Photo Coach
Advertiser Canon Inc.
Brand Canon USA
Date of First Broadcast/Publication
Business Sector Cameras & Video Cameras
Story Many amateur photographers lose great photo opportunities just because they are not aware of what can make a great picture. Canon saw an opportunity to help them get the most out of their photos. We used social listening to identify NYC’s most photographed areas, where we then placed smart billboards – digital screens and trucks equipped with giant monitors – that tapped into API data like light, weather, time, traffic, location and events, to provide customized tips to photographers right when they needed them the most. The billboards captured the real-time data, fed it into a custom built program and immediately served the most relevant photo tip. No matter what the occasion, we had a tip ready to go, so everyone could create beautiful and unique images, any time. 
Philosophy Using photo metadata we identified the most photographed landmarks in NYC and then placed digital billboards right in those locations. The billboards captured real-time API data - like light, weather, time, traffic speed - and fed it into an custom application that served photographers the most useful tips in those locations. For example, after rain, the billboard explained how to use puddles to capture beautiful photos with the reflections. 
Problem Canon wanted to help everyone from smartphone users to advanced amateurs get the best photos possible all around New York City – the most photographed city in the world with famous landmarks that offer amazing photo opportunities. Many amateur photographers lose great photo opportunities just because they are not aware of what can make a great picture. Canon saw an opportunity to not only help them to capture unique images, but to help educate them about what goes into taking a great photo in the process. Our objective was to create a campaign reflective of Canon’s heritage of being an innovative, technology-focused brand — characteristics found in all of its products – that provided photographers the tools and knowledge needed to take amazing photos. 
Media Type Digital Billboard/Poster
Length
Vice President (VP) Claire Morris
Account Director Julie Arndt
Account Manager Danielle Gorski
Account Manager
Chief Creative Officer
Group Creative Director
Creative Director
Creative Director
Design Director
Art Director
Animation
Experience Designer Lenton Alston
Experience Designer Ryan Pearson
Producer
Associate Media Director Robert Gencorelli
VP, Strategy Director
Social Publicist Morgan Salvan

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