CANON LIFE REDEFINE : THAI ALPHABET

Short List
TitleCANON LIFE REDEFINE : THAI ALPHABET
ClientCANON MARKETING (THAILAND) CO.,LTD.
Product / ServiceCANON
CategoryD02. Use of Co-creation & User Generated Content
EntrantRABBIT'S TALE Bangkok, THAILAND
Idea Creation RABBIT'S TALE Bangkok, THAILAND
Media Placement RABBIT'S TALE Bangkok, THAILAND
PR RABBIT'S TALE Bangkok, THAILAND
Production RABBIT'S TALE Bangkok, THAILAND

The Campaign

CANON LIFE IS CANON’S OFFICIAL ONLINE COMMUNITY SITE. HOWEVER, IT HAD LOST PEOPLE’S INTEREST AS THERE ARE MANY OTHER SOCIAL COMMUNITIES. CANON LIFE WANTED TO GAIN ITS REPUTATION BACK AS A CENTRE HUB FOR PHOTOGRAPHERS.

Creative Execution

‘CANON LIFE REDEFINE’ WAS LAUNCHED WITH A PROJECT THAT IMPROVE THE SOCIETY RIGHT AT ITS CORE -EDUCATION. WE SET UP A PHOTO CONTEST TO LET PHOTOGRAPHERS USE CANON LIFE AS A CENTRE TO SHARE THEIR POINTS OF VIEW TO CREATE NEW PICTURES FOR THAI ALPHABETS FOR STUDENTS, THE FIRST STEP OF THAI EDUCATION. THERE ARE ALSO MUCH MORE UPCOMING PROJECTS THAT IS GOING TO BE EXECUTED IN THE FUTURE.

FROM THE LAUNCH PROJECT, CANON LIFE REDEFINE BROUGHT 6,253 PHOTOGRAPHERS TO BE A PART OF CANON LIFE. 8,653 PHOTOS SENT TO THE CONTEST WERE SELECTED FOR PRODUCING NEW SET OF LEARNING MATERIALS FOR THAI STUDENTS OVER 400 SCHOOLS AROUND THAILAND. OUR LAUNCH CAMPAIGN GENERATED OVER 32 MILLIONS IMPRESSIONS THROUGH SOCIAL MEDIA SHARING. CANON LIFE EARNED ITS REPUTATION BACK AS A COMMUNITY WHERE NOT JUST CANON USERS BUT EVERY PHOTOGRAPHER GATHERS TO BRING THE POWER OF PHOTOGRAPHER TO MAKE THE BETTER SOCIETY.

FROM THE LAUNCH PROJECT, CANON LIFE REDEFINE BROUGHT 6,253 PHOTOGRAPHERS TO BE A PART OF CANON LIFE. 8,653 PHOTOS SENT TO THE CONTEST WERE SELECTED FOR PRODUCING NEW SET OF LEARNING MATERIALS FOR THAI STUDENTS OVER 400 SCHOOLS AROUND THAILAND. OUR LAUNCH CAMPAIGN GENERATED OVER 32 MILLIONS IMPRESSIONS THROUGH SOCIAL MEDIA SHARING. CANON LIFE EARNED ITS REPUTATION BACK AS A COMMUNITY WHERE NOT JUST CANON USERS BUT EVERY PHOTOGRAPHER GATHERS TO BRING THE POWER OF PHOTOGRAPHER TO MAKE THE BETTER SOCIETY.

Insights, Strategy and the Idea

IN ORDER TO BRING PHOTOGRAPHERS TOGETHER, WE NEED TO CREATE A UNITY, SOMETHING WITH BIG ENOUGH PURPOSE THAT THEY WOULD BE PROUD TO BE A PART OF. WE CREATE A PROJECT THAT UPLIFT THE MEANING OF PHOTOGRAPHY. ‘CANON LIFE REDEFINE’ IS A PROJECT THAT REDEFINE PHOTOGRAPHY BY TAKING IT TO ANOTHER LEVEL WITH THE BELIEF THAT POWER OF PHOTOGRAPHY CAN IMPROVE THE SOCIETY. THIS PURPOSE-DRIVEN CAMPAIGN IS WHAT WOULD BRING PHOTOGRAPHERS TOGETHER.

Credits

Name Company Position
NORANIT YASOPA RABBIT DIGITAL GROUP CO.,LTD. EXECUTIVE CREATIVE DIRECTOR / ART DIRECTOR
PAPOP CHAOWANAPREECHA RABBIT DIGITAL GROUP CO.,LTD. CREATIVE DIRECTOR / COPYWRITER
NALIN VIROONHATHAM RABBIT DIGITAL GROUP CO.,LTD. COPYWRITER
VALUNCH CHAROENSOMBUT-AMORN RABBIT DIGITAL GROUP CO.,LTD. ART DIRECTOR
SAROJ LAOHASIRI RABBIT DIGITAL GROUP CO.,LTD. EXECUTIVE STRATEGIC CREATIVE DIRECTOR
KITTIPAT MAHAPUNT RABBIT DIGITAL GROUP CO.,LTD. DIGITAL PLANNING DIRECTOR
PHANNAPHAT MEESRIDEE RABBIT DIGITAL GROUP CO.,LTD. STRATEGIC PLANNER
KATHLEEN JARUPOKKUL RABBIT DIGITAL GROUP CO.,LTD. EXECUTIVE ACCOUNT DIRECTOR
NATTHAWUT CHARTPATTHOMRAK RABBIT DIGITAL GROUP CO.,LTD. ACCOUNT EXECUTIVE
PIYA KINDPANYA RABBIT DIGITAL GROUP CO.,LTD. INTERACTIVE / WEB DESIGNER
THAMMARAT BENJAJINDAT RABBIT DIGITAL GROUP CO.,LTD. PROGRAMMER
POTRAWEE WICHIEN/ ARTHITAYA KITIWATTANAKORN RABBIT DIGITAL GROUP CO.,LTD. AGENCY PRODUCER
TEEWIN VARAPASKUL MEOUR PRODUCTION CO., LTD DIRECTOR
SETTHAWUT SAMATHIMONGKOL MEOUR PRODUCTION CO., LTD CINEMATOGRAPHER
APIWAT THONGYOO MEOUR PRODUCTION CO., LTD GAFFER
THANAPHORN PHIANSOMPHOL MEOUR PRODUCTION CO., LTD FILM PRODUCER
PONGSAKORN CHOMWONG MEOUR PRODUCTION CO., LTD ASSISTANT DIRECTOR
PARISOOT NARAIPRASIT MEOUR PRODUCTION CO., LTD PRODUCTION MANAGER
MITTRAPHORN PHONGSAROJ MEOUR PRODUCTION CO., LTD PRODUCTION MANAGER
VANANAN WHANGPUAM MEOUR PRODUCTION CO., LTD PRODUCTION MANAGER
WORARAT KAEWKHOW/PRODUCTION MANAGER MEOUR PRODUCTION CO., LTD ASSISTANT PRODUCER
TANAT SURABOONKUL MEOUR PRODUCTION CO., LTD EDITOR
KANITHA SAMRAN MEOUR PRODUCTION CO., LTD SENIOR POST PRODUCER
CHATPATT ITTIPITCHAYAWAT MEOUR PRODUCTION CO., LTD LEAD FLAME ARTIST
LHIN KOEDLIAM MEOUR PRODUCTION CO., LTD LEAD FLAME ARTIST
KEM SURAPHONGCHAI MEOUR PRODUCTION CO., LTD VISUAL EFFECTS SUPERVISOR
YUTTASAK JARUPITAK MEOUR PRODUCTION CO., LTD CG ARTIST
BENZ PIYAWONG MEOUR PRODUCTION CO., LTD CG ARTIST
TAWORN PHOONPHONGSA MEOUR PRODUCTION CO., LTD LYRICS
ARUNYA BANMAI MEOUR PRODUCTION CO., LTD VOCALIST
KITTIYA KLAJANGPUCH MEOUR PRODUCTION CO., LTD VOCALIST
SUCHADA BOONMACHOO MEOUR PRODUCTION CO., LTD VOCALIST
Links
Website URL