{"id":20099,"date":"2025-06-13T15:20:09","date_gmt":"2025-06-13T14:20:09","guid":{"rendered":"https:\/\/www.vccp.com\/uk\/?post_type=work&p=20099"},"modified":"2025-06-13T16:12:58","modified_gmt":"2025-06-13T15:12:58","slug":"created-different","status":"publish","type":"work","link":"https:\/\/www.vccp.com\/uk\/work\/canon\/created-different","title":{"rendered":"Created Different"},"content":{"rendered":"
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London, Wednesday 11th June<\/strong>: Today, Canon EMEA<\/strong> launches its latest integrated campaign, developed by global creative agency of record VCCP<\/strong> and created exclusively by VCCP\u2019s global content creation studio Girl&Bear<\/strong>.

\u2018Created Different\u2019 is a new pan-European campaign by VCCP<\/strong>, aimed at re-establishing Canon<\/strong> as the go-to brand for a new generation of hybrid image-makers, this time connecting with high-profile creators.

At its heart, \u2018Created Different\u2019 plays into both the quality, innovation and heritage of the brand\u2019s products whilst recognising the spirit of a modern-day creator and their ambition. It\u2019s about empowering and demonstrating to creators that with Canon by their side, they can confidently produce extraordinary work that matches their aspirations.

The campaign launches with a high-energy hero film showcasing three standout creators: an extreme pogoist called Henry Cabelus, a former Olympic swimmer turned TikTok dancer called Kristina Makushenko, and a makeup illusionist with over 2M followers, called Mimi Choi.<\/p> \r\n \r\n \t\t\t <\/div>\r\n \r\n

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TikTok-style transitions and sharp editing bring their unique crafts to life. Supporting \u2018before-and-after\u2019 behind-the-scenes films highlight the visual leap Canon gear enables.

The entire campaign was produced, and delivered exclusively by Girl&Bear, VCCP\u2019s global content creation studio. Directed by Girl&Bear\u2019s own Ed Rosie, the hero 20\u201d film was at the heart of the production, supported by over 100 additional assets including 6\u201d bumper ads, bespoke behind-the-scenes content, and a full photography campaign designed for both retail and online platforms. Running for six weeks across YouTube, TikTok, Meta, and Google Ads in the UK, France, and Germany, every element of the campaign was crafted under one roof by the expert teams at Girl&Bear, Girl&Bear Post, and Design & Artlab.

Jim Capp, Creative Director at VCCP<\/strong>, said: “The creators who stand out are the ones who push limits \u2014 with both their ideas and their craft. As their views soar, they demand more from their stills and video. This launch piece for the new platform spotlights three creators doing exactly that.\u201d<\/p> \t\t<\/div>\r\n \t\t\r\n <\/div>\r\n \r\n <\/div>\r\n<\/section><\/div>\n\n

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\n \u201cThis campaign puts Canon right where it belongs – at the heart of creator culture. We\u2019re showing that Canon isn\u2019t just keeping up, it\u2019s setting the pace.\u201d \n Ingrid Masachs, EMEA Marketing Director at Canon<\/cite> <\/blockquote>\n\n <\/div>\n <\/section><\/div>\n\n
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