| Title | "THIS" IS MY LIFE. |
| Brand | CANON MARKETING JAPAN INC. |
| Product / Service | EOS |
| Category | G06. Photography / Curation of Images |
| Entrant | TUGBOAT 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 |
| 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 |
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.
“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.”
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.