canon

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Canon Client
Research.

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Client Research.
The History Of Canon.
Canon is a Japanese company which specialises in cameras, lenses, photography
and more. Canon was founded in 1937 on the 10th of august. It was set up by 4
men; Takeshi Mitarai, Takeo Maeda, Goro Yoshida, Saburo Uchida. The company
was originally a small workshop in Tokyo where a man by the name of Goro Yoshida
repaired cameras and projectors. Due to his love for cameras he would dismantle
them then put them back together. While dismantling cameras he noticed that there
was no special materials that went into making a camera, this annoyed him.
Angered, Goro decided to make a change to this so him and the 3 other men
decided to form the POIL (Precision Optical Instruments Laboratory). The purpose of
this was to conduct further research in to the mechanics of cameras. A year later,
they had created there first ever camera this was the Japanese 35mm focal-plane
shutter camera also known as “The Kwanon”. Two years after the creation of the
Kwanon, the first canon was created (in February 1936). It was named the Hansa
Canon. However POIL were still a small company so they were unable to actually
produce and manufacture all of the camera so they turned to Nippon Kogaku Kogyo
to help them produce the camera. In 1937 on the 10th of august Canon officially
launched and Takeshi Mitarai would be the first president of the company. However
due to WW2 canons production rate slowed down massively and it wasn’t until
October 1946 where they released the long awaited S11 the first 35mm camera to
feature a combined viewfinder/ rangefinder. The release of this product really helped
the reputation of canon and was a key part of canons massive growth. Canon was
now seen as a clear competitor to the worlds best cameras company “Leica”. From
this point on Canon would continue releases high quality cameras which meant they
continued to grow and remain one of the worlds best camera production company. In
1984 the newest release canon camera (AE-1) would be chosen to be the official
camera of the Los Angeles Olympic Games. And it was in the 2000s saw dramatic
advancements in the technology behind digital and video cameras. Canon would
spend the next years capitalising on this to improve the quality of there cameras this
led to them becoming the worlds number 1 camera manufacture.

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Client Research.
Purpose Of The Campaign.
The purpose of this campaign is to promote canon and there
products to a younger audience. Over the years canon have
built up a stereotype that there products is only for older
more professional people however this isn’t the case and
canon are actually wanting younger people to get more
creative use there camera. This is because they want there
own client to use a canon from earlier on to build an early
relationship with them so they will continue to buy from them
as they get older and more professional. Also canon know
that younger people are getting g less creative and starting to
stop using cameras and instead using there phones so canon
is trying to stop this The title of this campaign is “journey” this
is because canon want to see the new generation start there
creative journey and start to use there camera to express
there creativeness. Also canon know the struggle that kids go
through these days and want to help kids/young adults 15-25
years old overcome adversity and change in society. Canon
believe expressing emotion through a passion is extremely
important and they want there audience to do this.

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Client Research.
Existing Products.
Over the many years of canon there has been loads of advert. This advert
here is a part of the journey campaign. This campaign is for 15-25 year
olds. The purpose is to inspire there audience to use a camera to
overcome adversity and change in society. These products are very good
as they use many very important techniques such as text. The text on
these products are used to inspire there audience with a inspirational quote
which is based on there campaign this will help encourage children to start
there journey. Both of these products are shot from an establishing shot
which is very good as it shows the setting which is extremely part of a
journey so in my advert I will also use a similar shot. By using an
establishing shot to show off the scene it will allow children to see the crazy
places they can end up on there journey. On the first pic you can see the
top (where the actor is going) is faded into black this suggest to the
audience that you don’t know where your journey could take you and could
end up being something you never expect so this will encourage children to
start there journey to see where they will end up. Also scale and size is
used a lot across these products this suggest that we are just a tiny part of
the world and there is so many great places we haven't yet explored which
we will see on our journey. Also nature is repeatedly used across many
products this is because it shows the beautiful places that the journey can
take you. Also it is to help show children to explore and get creative with
there camera for there project. As well in the products it is shown that there
is only one actor this suggests that it YOUR journey and that you need to
be yourself and show your own imagination. This helps the side of the
project which is based on change in society and overcoming adversity.

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Client Research.
Existing Products.
This is to help the
audience undertint
who the product is
by and what is the
purpose.
Inspirational quote to help
the audience start there
journey.
Establishing shot to show
off the great setting to the
audience to intrigue them.
Promote there
product.
Single actor to show that it is your own
individual journey and you should be
yourself.
Also there is use of deep focus
in these products so everything
looks great quality.
They using natural light
for there pictures.