In 2010, Apple launched the iPhone 4, the first smartphone with a decent camera.
This kickstarted the camera phone’s journey to ubiquity whilst triggering a slow erosion of the traditional camera category.
At first, photography brands chose to tackle the challenge head on, showcasing the benefits of superior photography with ‘proper cameras’. But this only marginalised the brands, reserving them for ageing hobbyists and professionals.
So in 2016 we developed a radical change of strategy for Canon.
A brand redesign created an editorial style, that of a story telling brand.