Canon: Miss

The new Canon Powershot D10 camera enables users to take photos underwater.
The task for Giovanni + Draft FCB, Sao Paulo was to create a unique campaign to put this message across in a way that was as cool as the product feature itself. It had to be a campaign that made consumers believe “if taking photos out of water is so much fun, imagine what it must be like under water.” Thus, we created three print media ads with the aim of stimulating the imagination of these consumers by featuring the classical situations that give rise to “cheesy” and funny photographs – beauty pageants, the family of a university graduate on graduation day and the first communion chorus. We put these groups of people on one of those platforms with a target underneath, where the people are dumped into a tank of water when the target it hit. The idea is that we can imagine that this run-of-the-mill scene could become truly unique and a whole lot more fun once the people on the platform fall. The concept “It`s more fun underwater” complements this understanding and indirectly reinforces the necessity to have the new Canon camera.