These days teens are born with smartphones in their hands. It’s a medical fact. Look it up. So how do you convince them to use a Canon digital SLR instead? By making Canon an integral part of expressing their creativity and originality.
We created an integrated campaign called True Originals, featuring an MTV web series, creative influencer posts and a creative contest.
This campaign even helped spawn The Creator Class – a creative community channel designed for creators by creators.
Watch the case study video below.
Developed in partnership with MTV, MTV Originals celebrated Canadians who expressed themselves in unique and interesting ways, with the Canon Rebel T5i seamlessly integrated into each webisode.
To promote MTV Originals and push to TrueOriginals.ca, we created a series of social and TV promos, each providing a taste of the full length webisode.
A couple weeks into the campaign, we launched the True Originals Challenge, asking young creatives to upload a video/photo of something original they’ve created (drawings, films, jewelry, etc.).
The prize? Their work featured in our True Originals Gallery on Queen West. The 5 winners were flown in for the event. And with the gallery open all weekend, our true originals gained incredible exposure.
All elements of the integrated campaign pushed to TrueOriginals.ca, which housed the MTV Originals webisodes, social posts from 10 creative influencers and the True Originals Challenge.