Canon Australia has worked with Leo Burnett, Sydney, to launch the Long Weekend advertising campaign, aiming to to establish Canon’s High Definition Video Camera range as the superior HD option over its competitors. The campaign, hosted online at www.canon.com.au/hd, aims to show off the camera’s potential for cinematic quality film making, and inspire HD DV consumers to “take their film making to the next level”. The web site is centred around The Trip, in which Richo, Davo, Richie and Champ decide it’s time to find the antidote to long work hours and busy city life. As they travel around Australia they film their surfing moves and bromance using the Canon HV20. The tagline, “Sometimes you get busy living”, is a line from the movie Shawshank Redemption.
Click on the image below to play the video in YouTube
The campaign includes print ads in specialist media, online banner ads and Point of Sale.