The new year is just around the corner. There’ll be moments you’ve planned, and moments you’ll experience out of the blue. The anticipation of what’s to come is incredibly exciting. It’s a whole new year to fill, so give the gift of a story this winter.

As a brand, Canon wants to go behind the picture to find the stories that really resonate with their customers. They launched 'Live for the Story' in summer this year and the winter campaign is a continuation on this theme, creating emotional connections with their audience. They want to inspire people to get out there and live their story in the next year.

In order to prepare you for all these wonderful new experiences, today sees the launch of a wonderfully shot campaign from VCCP. The series of films and photographs showcase the moments just before something happens. Each story, shot in slow motion at 100 frames per second on a Canon C700 camera, builds up the sense of anticipation. From a driveway basketball about to land in the hoop, or a snowball in motion to a baby tasting lemon for the first time.

The print campaign, shot by award-winning photographer David Harriman, captures the instant just before the action happens, inspiring viewers to create their own moments. The filmed stories, directed by Jack Whiteley and produced by Rattling Stick, close the loop on the narrative by showing what happens next.

This is a fully integrated campaign across print, online content, digital, social, PR, CRM and in-store/retail. The creative will run across EMEA from the 1st of November until mid January and is pitched as a winter campaign. The stylistically minimal imagery is a welcome contrast to the Christmas noise, encouraging you to look beyond the holidays and at what might happen in 2018.

Lee Bonniface, Senior Marketing Director from Canon commented: “We repositioned Canon in May this year as a storytelling brand to help customers tell the best stories of their lives with all the different product and services Canon offers, from cameras, printers all the way through to our digital services and new launch print shop. The winter campaign continues the journey, teasing customers on the anticipation of those exciting stories yet to happen. 2018 is coming...Be Ready...Canon Live for the Story.”

Andrew Peake, Managing Director, VCCP added: “This campaign continues the repositioning of Canon as a storytelling brand across EMEA and encourages people to get out and live for the story in 2018. The campaign is integrated across multiple channels and makes a clear link between the experiences people will have and the best Canon product or service to tell their story. We're really proud of the work and look forward to seeing the results.”