"THIS" IS MY LIFE.

Title"THIS" IS MY LIFE.
BrandCANON MARKETING JAPAN INC.
Product / ServiceEOS
CategoryG06. Photography / Curation of Images
EntrantTUGBOAT DESIGN Tokyo, JAPAN
Idea Creation TUGBOAT DESIGN Tokyo, JAPAN
Idea Creation 2 TUGBOAT Tokyo, JAPAN
Media Placement HAKUHODO INC. Tokyo, JAPAN
Media Placement 2 CANON MARKETING JAPAN Tokyo, JAPAN
PR HAKUHODO INC. Tokyo, JAPAN
PR 2 CANON MARKETING JAPAN Tokyo, JAPAN

Credits

Name Company Position
Taku Tada TUGBOAT Creative Director
Kengo Kato TUGBOAT DESIGN Art Director
Jun Goto TUGBOAT DESIGN Designer
Kenichi Higuchi Freelance Photographer
Raiki Shirasagi TUGBOAT DESIGN Designer
Kenji Mitsuhashi TUGBOAT DESIGN Producer
Yosuke Mochizuki Freelance Retoucher

The Campaign

By combining each of “‘This’ is my life.” photos of more than 6,000 entries and creating a photo mosaic art through the collaboration between Canon and the users, the graphic created an interactive and participatory communication, through which Canon’s message was shared.

Creative Execution

“All the photos I take represent my life. And I am the only one responsible for realizing my life.” By featuring “‘This’ is my life.” incorporating such ideas as the slogan, we ran a campaign to solicit photos taken by cameras and smartphones from a wide range of users, including light users without a proper camera, under the theme of “Show me your life.”

Indication of how successful the outcome was in the market

The users forming a part of the ad graphic voluntarily shared it online, resulting in the advertisement going viral across SNS and other platforms from the date of release. Besides the wide recognition it has earned, the advertisement prompted those who did not take part in the campaign to realize their interest in photos and the act of photo-taking.