Lake Success, NY—Canon USA launched a multidimensional marketing campaign, “Long Live Imagination,” which centers on a collaboration with one of Hollywood’s most influential directors, Ron Howard.
Howard and Canon USA invited photographers of all levels to submit their most imaginative photographs based on a series of movie themes for “Project Imagin8ion,” a user-generated photo contest that will ultimately inspire a Hollywood short film. The Long Live Imagination site, designed as an interactive community for Canon users and photography enthusiasts, launched on May 22 at youtube.com/imagination. The contest and the site are designed to foster dialog among the community, and directly with Canon.
“I’m known as a narrative storyteller, so when Canon approached me to partner on the Long Live Imagination campaign, I was moved by the opportunity to collaborate with the masses, tapping into consumers’ creativity and using their photos as building blocks to produce a film,” said Howard. “I hope the project stimulates people’s imaginations whether they are an amateur photographer, a world traveler or a proud parent, and I hope what we create is meaningful.”
“This project embodies everything the Canon brand represents in innovation, technology and the arts,” said Yuichi Ishizuka, executive vice president and general manager, Imaging Technology and Communications, Canon USA. “Launching a user-generated photo contest to inspire a film would not be possible without a visionary filmmaker to conceptualize and oversee it all. Ron Howard was the perfect choice, someone who constantly inspires moviegoers and turns the unbelievable into reality.”
A TV commercial that takes place within Howard’s mind’s eye began airing May 23, promoting the Project Imagin8ion contest and online community. Consumers can visit youtube.com/imagination through June 14 and submit photos to inspire eight movie themes: Setting, Time, Character, Mood, Relationship, Goal, Obstacle and the Unknown.
Throughout the promotion, Howard, with the help of Canon experts and the Project Imagin8ion community, will narrow down the submissions and select eight photos—one from each category. These eight photos will become the basis for a short film shot with Canon DSLR products that will premiere later this year in New York City with the winners in town for a red carpet event where they will meet Howard.
As part of the campaign, Canon will curate the most inspiring photography out there, “championing the imagination of the masses while demonstrating the infinite possibilities of Canon digital imaging.” The customized Long Live Imagination brand channel on YouTube will serve as a meeting place and sharing community for Canon users and photography enthusiasts throughout 2011. The Imagination Gallery will be linked to other social media platforms, including Flickr, Facebook and Twitter, so users can share photos, pose questions to the community and participate in real-time discussions. Though the gallery will launch as the home of Canon’s Project Imagin8ion initiative, the community page will live on and continue to grow. usa.canon.com