There is a whole generation of young people that have grown up with photography and videography capabilities at their fingertips; whose idols are YouTubers and Instagrammers as much as they are footballers and movie stars, and who are building careers as travel, fashion and food photographers using nothing more than the phone in their back pocket.

Canon, a brand known mostly for its hardware and product-centric marketing, recognised this new landscape as an opportunity to engage with an audience beyond hobbyists and professionals.

‘Live for the story’ is more than a campaign; it’s a creative platform; a complete brand repositioning and Canon’s most integrated campaign to date. Born out of a belief that it’s so often the small, seemingly insignificant moments – not the posed, edited and filtered selfies or the formal holiday snaps found in every photo album – that you look back on with a smile. It is these occasions in life that bring with them meaningful memories and Canon wants to play a part in the storytelling of these moments, for everyone.

Alongside the TV, DOOH, Cinema, CRM, Retail, VOD, PR, media partnerships and Social, all of which has been re-thought to reflect this new purpose and positioning, Canon have launched an influencer campaign with model, actress and world-famous storyteller Zoe Kravitz ‘365 Days of Summer’. The campaign encourages people to share their stories of summer using the hashtag #LiveforTheStory, for the chance to chase summer around the world for a year.

‘Live for the story’ will run across 19 markets throughout EMEA. It is VCCP’s first campaign for Canon following our appointment as their lead European creative agency at the end of last year.

 #GotThisFromMum

For many of us, our mothers are the most important figures in our lives. Raising us, shaping us, a shoulder to cry on, the voice of reason and yes, occasionally, a walking ATM. This is why, as part of VCCPs ongoing campaign for Nationwide ‘Voices Nationwide’ speaking up for everyday people in today’s society, they created a special campaign this Mother’s Day.

#GotThisFromMum started out as a social campaign encouraging people to take to Facebook and Twitter to post about something they got from their mums: be it quirky habits or old fashioned values; dusty heirlooms or a love of gin.

Posts were fed into the live newsroom, where they were then turned into poems – written live on site by one of Nationwide’s spoken word artists. Over 50 poems have been written over 3 days and sent back to sons and daughters across the country to give to their Mums.  A select few were even turned into short films, performed to camera by the poet themselves.

But it didn’t stop there! To make one Mother’s Day extra special, the campaign culminated in a one-off TV spot, aired on Mother’s Day, where we saw the live reaction of Mo, a mum in Belfast, to a poem written especially for her by Laurie Ogden with the help of Mo’s son, Gavin. The spot was filmed in Mo’s home in Belfast on Saturday morning, the day before Mother’s Day, and then edited, sound designed and graded overnight.

As is the signature characteristic of the Voices Nationwide campaign, the spot is largely unscripted, (bar the poem itself which was written by Laurie Ogden) and as a result, what the audience sees is truly authentic, natural and uninhibited. And most importantly, they hear the authentic voice of someone speaking up for what they believe is important – in this case, their Mum.